Data marketing is a powerful tool that helps businesses make informed decisions, target
customers more effectively, and ultimately, boost the bottom line. But with great power comes
great responsibility …
That’s why we must set the record straight on several data misunderstandings.
Now, being a purveyor of truth and common sense is a reward unto itself, but our real concern is
that these myths may hold your company back, lead you astray, or leave you disappointed. Let’s
look at the most common confusions we encounter, and offer our perspective.
Data Myth #1: More Data, Better Insights
If data is good, more must be better right?
Not exactly.
Data quality and relevance are more important than data quantity. Without the former two, the
latter will be rendered almost meaningless. So, don’t collect data for the sake of having more.
Make sure it aligns with your strategic goals, enables meaningful decision-making, and is recent
and accurate.
Understanding your market is like possessing a map and compass to navigate the evolving business landscape. Without it, you risk building a marketing strategy upon a shaky foundation of feelings and guesswork – and ultimately, your marketing efforts become more experimental than focused and intentional.
Des Moines, Iowa – (Nov. 28, 2023) – Des Moines-based firm B2E Data Marketing is
announcing today its commitment to participate in Experian’s network of strategic marketing
services collaborators.
As part of the new strategic service model, B2E will provide organizations a full suite of data
marketing solutions powered by Experian marketing data. This includes data augmentation,
data processing and analytics, deeply detailed consumer profiles, predictive modeling, audience
segmentation, social and digital campaigns, measurement, and more.
B2E President Keith Snow said his company had been a long-time licensee of Experian
marketing data, but the increased collaboration would significantly grow the number of
businesses nationwide that are able to utilize data-driven marketing.
“This model will enable businesses to leverage Experian’s industry leading marketing data to
drive more targeted marketing programs in a cost-effective way,” Snow said. “The ability to build
programs around such highly accurate, trusted data means that businesses can ultimately have
more meaningful interactions with their customers.”
“Experian believes that the best data powers the best marketing efforts and that the best
consumer experiences are the result of targeted campaigns,” said Jeremy Hlavacek, Chief
Commercial Officer, Experian. “We look forward to further empowering businesses through
B2E’s clients.”
Ongoing online and offline signal loss means that businesses are being forced to reevaluate
their data strategy. Data and identity resources, like Experian, that can contextualize
households and the people that live within them, including demographic, behavior, and
purchase data will help marketers of all sizes anticipate, navigate, and prepare for these
changes.
About B2E Data
Established in 2003, B2E Data Marketing is a SOC 2-certified data marketing agency that helps
organizations make data-driven decisions. Its data services span social and digital campaigns,
email campaigns, data hygiene and enrichment, audience segmentation and profiling, analytics,
identity/identity resolution, mailing lists, and marketing measurement. It serves companies in the
financial, insurance, home services, education, and franchise/dealer sectors and is a strategic
partner to advertising agencies. Learn more at www.b2edata.com.
About Experian
Experian is the world’s leading global information services company. During life’s big moments –
from buying a home or a car, to sending a child to college, to growing a business by connecting
with new customers – we empower consumers and our clients to manage their data with
confidence. We help individuals to take financial control and access financial services,
businesses to make smarter decisions and thrive, lenders to lend more responsibly, and
organizations to prevent identity fraud and crime.
We have 22,000 people operating across 32 countries and every day we’re investing in new
technologies, talented people, and innovation to help all our clients maximize every opportunity.
With corporate headquarters in Dublin, Ireland, we are listed on the London Stock Exchange
(EXPN) and are a constituent of the FTSE 100 Index.
Learn more at www.experianplc.com or visit our global content hub at our global news blog for
the latest news and insights from the Group.
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Recent data is pointing toward an evolving, and perhaps unsettling, trend in the world of
consumer behavior. Brand loyalty seems to be fading, and even more rapidly in the years since
the pandemic. The figure dropped 11% over the previous year alone, decreasing from 79% in
2022 to 68% in 2023, according to loyalty index research.
So, what’s a brand to do? Let’s first look at the underlying dynamics.
For some businesses, a significant portion of revenue comes from marketing their products and services through other businesses. Sometimes called partnership marketing, this approach is common in the insurance industry.
Most success, in life and in business, is rarely achieved alone. Interconnectedness is common today between businesses of all sizes and their strategic service partners, and for good reason. These partnerships increase operational efficiency, allowing businesses to better leverage more expertise to succeed and grow.
