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Clean data vital for targeting

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Data and big data are vital for any organisation in order to understand better the target audiences and adapt business strategies accordingly. However, without recent, clean and accurate data, the information used can result in implementing incorrect strategies.

According to Larry Pogir  Executive Chairman at Blue Label  Data Solutions, a subsidiary of JSE-listed Blue Label Telecoms Limited: “We have partnered with a number of companies, including credit bureaus, to safeguard that data is continually updated, thereby  ensuring that we have the latest information on hand to be used by our analytics team for accurate and targeted campaigns.”

Pogir adds that hot or targeted lead generation offers a conversation rate of around 10 to 20% whereas cold calling provides only a 1% return while other traditional marketing methods. In addition, contact-ability is in the region of 80% for all generated leads.

Many organisations believe that they have accurate and up-to-date information. However, the reality is that data is often only 80% accurate as people often do not update their information should they move address, change their marital status or their employment. Only if information is constantly updated can it be used effectively. For example, vital information such as who drives a car, lives in a house, or who has life insurance can be paramount for targeted marketing and sales campaigns.

Pogir adds: “Recent, clean and accurate data can be the cornerstone of a successful business and marketing strategy – moving campaigns from ‘spray and pray’ to a more targeted approach that is aimed at the right people. A ‘spray and pray’ approach will often only lead to 1% of sales, which does not cover the costs of the seats required in a call centre. However, if the data is analysed and used correctly, sales are far more likely to increase exponentially.”

Furthermore, Blue Label Data Solutions ensures that data is not only recent, clean and accurate, but that campaigns are run according to compliance. “Once we have received a brief for a client such as an insurance company, we are able to detail the ideal customer. The analytics team then analyses the data available and provides the client with a list of people fitting this description to locate the ideal customer. An SMS can be sent to individual customers and once they have opted in to receive such messages, systems are automatically updated in the call centre, allowing the call centre to ‘jump on and follow up the lead’. Opting in or opting out is vital from a compliance perspective.”

Furthermore, systems which are automated and updated as and when an SMS is answered, are likely to lead to a sale. However, should an individual not be called within 24 hours of answering that SMS, the chances of closing the deal become more remote.

“All these elements ensure a successful marketing and sales campaign. However, recent, clean and accurate data is vital to ensure the most appropriate person is reached and leads are turned into sales. With the reams of data now available – and many competitors making use of their own – it has become a critical business practice to ensure one focuses on analytics,” concludes Pogir.

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Win a Poster Heater with Gadget and Takealot.com

This winter Gadget and Takealot.com are giving away three Poster Heaters, which look like posters but become heaters when you plug them in.

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Three Gadget readers will each win a unit, valued at R550 each. To enter, follow @GadgetZA and @Takealot on Twitter and tell us on the @GadgetZA account how many Watts the heater consumes.

What’s the big deal about these heaters? Many of us are struggling to keep the balance between soaring electricity costs and the need to keep warm this winter.

However, the recently launched Poster Heater by EasyHeat and distributed in South Africa by Takealot.com is not only one of the most cost effective electric heaters currently on the market, it is also easy to setup and use.

As the name indicates, it is a poster similar to one you would hang on a wall. But, plug it in and it turns into a 300 Watt heater. The Poster Heater isn’t designed to heat hallways or large rooms, but rather smaller ones like a bedroom or a baby’s nursery or a dressing room.

It uses radiant heating, which means that it heats up in a couple of minutes and the heat is directed at the objects or people around it, quickly taking the chill out of the air and providing a comfortable ambient temperature.

The other advantage of radiant heating is that it doesn’t dry out the air like infrared or gas heaters. Users also don’t have to worry about their children or pets getting too close to it because, even though it gets hot, it can be touched.

To enter the competition follow the steps below:

Competition entry details:

1. Follow @GadgetZA and @Takealot on Twitter. (We will ONLY be accepting entries via Twitter, so please don’t enter through the comments section of this article.)

2. Tell us on Twitter, via @GadgetZA, mentioning @Takealot in your posting, how many Watts the Poster Heater consumes.

cleardot.gif3. The competition closes on 31 July 2018.

4. Winners will be notified via Twitter on 1 August and Takealot.com will be in touch to organise delivery.

5. The competition is only open to South African residents.

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Happy Emoji Day! Here’s 10 reasons to be cheerful

First created by Shigetaka Kurita in 1999, the emoji has become a huge part of everyday communication. Whether you love them or hate them, flying dollar bills, applauding hands and rolling eyes are here to stay.

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Scientist suggest that the use of emojis will help us gain the same satisfaction from digital interactions as we enjoy from personal contact.

Almost two decades later, and we have over 2600 unique emojis to perfectly express what we feel, thank you Mr Kurita! Join HMD, the home of Nokia phones as we celebrate World Emoji Day on the 17th of July with these interesting emoji facts:

The most popular emoji used is “Person Shrugging”

1.       The Nokia 3310 was chosen as one of the first 3 “National” emojis for Finland… it represents unbreakable!

2.       South Africa’s favourite emoji is the “Kiss and wink”… how sweet SA!

3.       French is the only language where a ‘smiley’ does not top the list for its use

4.       On average, over 60 billion emojis are sent on Facebook every day

5.       For the first time ever, the Oxford Dictionaries Word of the Year was a pictograph! The “Face with Tears of Joy” was crowned word of the year in 2015

6.       According to Emojipedia, some of the most requested emoji’s include afro, a bagel and hands making a heart

7.       To include all races, a diversity pack was released in 2017

8.       It has become so trendy that the Museum of Modern Art displays the original emoji collection on canvas

9.       In 2009, Herman Melville’s classic Moby Dick was completely translated into emoji’s

 

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