What is Data Transformation and Why is it Important?

Data Transformation

Leveraging Data and Technology for More Relevant, Accurate and Timely Marketing

Think about all the data points across your entire business, from business processes and customer data, to all the actions that are taken on your website. How many people in your business have access to this data? How is this data being used and managed? The future of success of most businesses, yours included, depends upon the transformation of data into actionable form. And the sooner you achieve this, the better; in their article on the impact of Big Data, Inc. notes that “research conducted by CSC estimates a 4,300 percent increase in annual data generation by 2020”.

Data is complicated, but with clear data management standards together with strong transformation practices, data can turn your business into a powerhouse. Many, many businesses still struggle with the first part of this, data management, but good data management is really just the setup. Sure, there are certain benefits derived by achieving good management, but really that should just be the “setup” for data transformations. Data transformation is where the rubber meets the road.

Data Transformation Explained

Simply, data transformation is mapping existing data in one place to integrate with a destination system(s) in another. The destination systems use or reveal the data in the defined way for which they exist as systems. Businesses that take what they know and convert it into usable and actionable form will rule the future. When it comes to marcom technologies, data transformations can reveal results in intuitively understandable ways, deliver accurate and personally relevant communications, drive automation and increase the likelihood of conversions because the communications are relatable. By harnessing the power of data to more efficiently market to and communicate with customers and prospects, businesses improve results, build upon their understanding and reduce costs.

Some ways data transformation improves marketing and/or consumer communications:

  • Marketing relevance and timeliness: Depending on responses from previous marketing materials and the analysis of successful campaigns, personalized offers and messaging can be consistently disseminated in the future.
  • Improved accuracy: Since data is stored in a safe and secure place, records are kept up to date, and risk of inaccuracies in both message content and delivery are eliminated. In highly sensitive industries such as healthcare, insurance or banking, personal data that is required by law to be protected by the company can be safeguarded and used appropriately.
  • More efficient, agile marketing: Companies can quickly and accurately refine and optimize marketing initiatives based on the success data shows. Software organizes communications and ensures the efficiency of new campaigns.

Using customer and campaign data to drive and evolve strategy helps businesses continually improve their marketing content and their bottom line, since they’re providing targeted offers and communications at optimal times.

How Your Business Can Use Data Transformation

One of the most notable trends in big data after businesses recognize its importance will be appointing someone to drive the strategy of how to work with the information technology department to identify and procure the most meaningful insights for a business to increase personalization with customers, InformationWeek predicted in 2016. Realizing the need for small businesses to still use data transformation to drive strategy and improve their relationships with customers, companies have also been creating applications that can be easily utilized and implemented by non-IT professionals.

CIO reports one of the most promising data transformation trends for 2016 is the simplification of data for all levels, and businesses can look forward to significant gains as developers focus to fulfill the important need. As data capture becomes an integral part of every tech tool, website and application people use, the increase of customer and prospect information allows businesses to transform it to fit unique needs and improve how they interact with consumers.

Correspondence Management Gives Your Business an Advantage in Data Transformation

Correspondence management software can be used to capture and transform data for enterprises large and small so they may deliver more timely, relevant, and accurate communications. It streamlines workflow, automates previously manual or inefficient processes and keeps track of valuable data touch points – all in one place with easy-to-use software. Whatever business challenges your company encounters, using automation tools allow for customization so you can collect and aggregate the customer data you want for future programs and analysis.

To learn more about how Strata can help your business succeed in data transformation, contact us, or call at 610-941-6100. We’ll help you discover the insights that might forever shape your business.


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