{"id":5564,"date":"2021-09-22T07:14:31","date_gmt":"2021-09-22T07:14:31","guid":{"rendered":"https:\/\/www.brightpearl.com\/?p=5564"},"modified":"2025-06-10T09:15:11","modified_gmt":"2025-06-10T09:15:11","slug":"data-to-fuel-better-ecommerce-marketing","status":"publish","type":"post","link":"https:\/\/www.brightpearl.com\/blog\/data-to-fuel-better-ecommerce-marketing","title":{"rendered":"6 Ways to Use Your Own Data to Fuel Better Ecommerce Marketing"},"content":{"rendered":"

Ecommerce sites have never had so much visibility over buying trends. While these insights can fuel better customer experiences, the challenge is turning this data into a usable commodity.\u00a0<\/span><\/p>\n

Consider this: Big Data grows by an estimated <\/span>2.5 quintillion bytes<\/span><\/a> every day. Not surprisingly, outdated data costs businesses an average of <\/span>$15 million<\/span><\/a> each year.<\/span><\/p>\n

The good news is that many Ecommerce companies have accessible insights.\u00a0<\/span><\/p>\n

What is good data?<\/span><\/h2>\n

As was already mentioned, the sheer quantity of data produced every day means that not all data is of equal value.\u00a0<\/span><\/p>\n

Plus, depending on your context, you may need in-house insights that nobody else has. That means you may have some datasets that aren\u2019t mentioned in this article. But if they help you hone the customer experience, they may be worth using.\u00a0<\/span><\/p>\n

In other words, don\u2019t shy away from those insights. But before diving into specific datasets and tips, here are several ways to determine what data is worth using.<\/span><\/p>\n

1. Accurate<\/span><\/h3>\n

Perhaps this goes without saying, but data is only as valuable as it is accurate. The more you can improve the accuracy of customer information within your databases, the more you can trust those insights to guide your marketing decisions.<\/span><\/p>\n

2. Unique<\/span><\/h3>\n

Duplicate data is also a problem. Sometimes different data feeds cause duplicates. Other times, it’s human error or a system error. But either way, say you have several records of the same customer. That\u2019s going to affect customer experiences and team efficiency along the way.<\/span><\/p>\n

3. Complete<\/span><\/h3>\n

Incomplete data causes partial visibility. The more data fields completed in a CRM, for instance, the more that sales and marketing teams can do with customer trends. In short, if you\u2019re noticing that your brand has original datasets, you can make these insights more usable by continuing to fill out data fields.<\/span><\/p>\n

Benefits of using your own data<\/span><\/h2>\n

In-house datasets are valuable for several reasons. For starters, you already own this information. You don\u2019t have to pay to get it. Plus, it\u2019s more accessible than you might think.<\/span><\/p>\n

As an added bonus, your in-house datasets are something your competitors don\u2019t have. It\u2019s a proprietary tool that no one else gets to use. These resources are one way to build brand authority in a way that\u2019s authentic and unique to your company.<\/span><\/p>\n

From a marketing perspective, consumer data is also one of the best ways to understand your target audience. The result? Better communication. Cost-effective and unique datasets help create the right messaging for your customers.<\/span><\/p>\n

Challenges for data-fueled marketing<\/span><\/h2>\n

Silos challenge data usability. In marketing, sometimes marketing channels keep teams from seeing trends. For instance, social media platforms and website analytics work together to create better messaging.\u00a0<\/span><\/p>\n

Ecommerce sites that also have physical locations often have different databases to store online customer data and in-person data. That\u2019s why many brands are moving towards CRMs that help manage and improve customer relationships for online retail shops.\u00a0<\/span><\/p>\n

CRMs also help break down data silos for marketing teams. In fact, many of the in-house datasets in this article are accessible through a <\/span>reliable CRM<\/span><\/a>.\u00a0<\/span><\/p>\n

1. Gather customer attributes<\/span><\/h2>\n

If you have basic facts about your customers, then you have data you can use. Here are some customer attributes that can fuel better marketing.\u00a0<\/span><\/p>\n