The Value of Data Appending

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  • Sponsored by Webbula

    Written by David Daniels and Nicholas Einstein Webbula, Data Appending, Apeening, Budgets, Executive Survey, Personalization, Targeting

    About: Published in March 2019, The Relevancy Group explores the importance and value of data appending.  We look at how marketers are using appended data, their budgets, and challenges.

    Key Questions:
    How are marketers adopting and utilizing data appending solutions in 2019?
    What types of data are marketers appending to their customers and prospects?
    What challenges must data append vendors address to satisfy marketers and improve their relevance?
    How is appended data creating value for marketers?

    Marketers Will be Laser-Focused on Driving Positive Customer Experiences
    Eighty-three percent of email marketers are utilizing data appending. Organizations that are utilizing data append, budget on average $139,320 annually. Enhancing and appending customer data with missing information such as email, physical addresses, phone numbers, and other demographic information, assists in understanding who customers truly are. Marketers desire to move data between their platform and the data enrichment faster. Data appending is crucial to improving the overall customer experience, improving relevance via personalized recommendations and audience segmentation. The promise of data enrichment to drive more relevant personalized relationships is being realized and the results prove it. Marketers utilizing data appends versus those that are not, have higher email marketing Key Performance Indicators (KPIs) across the board and revenues that are 52 percent higher.

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