An expert has advised marketers to focus on collecting the right amount of business data to complement their campaign strategies.

Traci Gere, managing director of ExpM, stressed that strength comes from having the right kind of knowledge to achieve meaningful results and cultivating the right type and quantity of business data can facilitate this.

Writing in Marketing Profs, she explained that gathering the relevant business data can also give marketers the information they need to start predicting future outcomes with a strong level of confidence.

“As you prepare to engage other parts of your organisation, having key data and knowledge helps you steer the conversation and argue against less-informed positions,” Ms Gere said.

Marketers who lack access to key data were advised to find out the most effective way of gathering it, as only then will they be able to negotiate from a position of strength.

According to Aster Data, marketers should ensure that business and consumer data plays a key role in all their activities.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases