Your biggest data questions - answered

In today’s data-driven world, marketers and business leaders are surrounded by an overwhelming amount of information. The sheer volume is staggering—humanity generated 328.77 million terabytes of data per day in 2023, equating to 120 zettabytes annually.¹ By 2025, this figure is projected to climb to 181 zettabytes per year.² With so much data at our fingertips, processing and understanding it can feel daunting. For busy professionals, navigating this vast sea of information often seems like an impossible task.

Questions about data quality, accessibility, security, and actionable insights dominate conversations. Let’s address some of the most pressing data questions and explore how to use data effectively to drive growth, engagement, and ROI.

1. How do I know if my data is reliable?

Reliable data is the foundation of every successful strategy. The key lies in assessing data quality through:

• Completeness: Are all the required fields populated?
• Accuracy: Is the information current and correct?
• Consistency: Does the data align across all systems and channels?

To ensure reliability:

• Implement regular data audits.
• Use data cleansing tools to eliminate duplicates and outdated records.
• Partner with a provider that guarantees high-quality data, like Data Axle’s solutions.

2. How can I use data to understand my audience better?

Understanding your audience begins with creating a 360-degree view of your customers. This includes:

• Leveraging data from multiple sources: CRM, website analytics, social media, and third-party partners.
• Using tools like identity resolution to connect fragmented data points into a unified customer profile.
• Employing AI and machine learning to uncover patterns and behaviors.

Knowing your audience at a deeper level allows you to deliver personalized, timely, and relevant messages. Partnering with a solutions provider, such as Data Axle, can help deliver the data you need to obtain this 360-degree view of consumer. Read more about our Audience360 solution.

3. What’s the best way to approach data privacy and security?

As consumers become more concerned about privacy, businesses must prioritize transparency and compliance:

• Follow regulations like GDPR and CCPA and ensure you work with vendors that are also in compliance with these regulations and that have their eye on upcoming regulations.
• Implement robust security measures like encryption, tokenization, and regular vulnerability assessments.
• Build trust by being transparent about how you collect and use data.

Consider privacy not as a compliance checkbox but as an opportunity to foster customer loyalty.

4. How do I make data actionable?

Data only becomes valuable when it’s used effectively. To make your data actionable:

• Set clear goals: Define what success looks like (e.g., lead conversion rates, engagement metrics).
• Segment your audience: Use data to create targeted segments based on behavior, demographics, or lifecycle stage.
• Integrate across channels: Ensure your teams have access to a single source of truth for a seamless customer experience.

Real-world example: A B2B marketer who segmented their buying committee by job function and role in the purchase process saw a 25% lift in engagement.

5. What should I know about the future of data?

The data landscape is rapidly evolving. Key trends to watch include:

• The rise of zero-party data: Collecting data directly from customers with their explicit consent.
• AI-driven insights: Using machine learning to process massive datasets faster and more accurately.
• A cookie-limited future: Preparing for a world where first-party data and innovative identity resolution solutions take center stage.

Data is one of your most powerful assets, but only if you ask the right questions and act on the answers. From ensuring data quality to embracing new technologies, the journey to becoming a data-driven organization is ongoing—but worth every effort.

Got more questions about data? Let’s continue the conversation on LinkedIn or contact us directly to learn how we can help you harness the full power of your data.

_{¹ https://explodingtopics.com/blog/data-generated-per-day#how-much
² https://news.mit.edu/2014/in-the-blink-of-an-eye-0116}