Managing Your Data

I’ll come back later on to spend some time on writing eMails, but want to use the next few blogs to talk about data collection … specifically data collected from your various online sources. The fact is that any website needs to have a way to collect information. This information could be as simple as a “contact us” form, to surveys, to eCommerce transaction details, and much more! (Note that while analytics data is very important, it is a topic that needs its own focus, so I’ll concentrate on that in the future.) While you can build and maintain a website without a storage mechanism for your various data, the fact is that if you want to be successful online, you have to centralize your data.


What Data Should Be Captured

Let's begin with the source of your data. In other words, the type of information that you will request in a survey will be different than the data that you will collect in an online form. The simple fact is that people who go online tend to want to complete their research and page views in short time-frames. That being said, it is extremely important not to overcomplicate the requested input time (through multiple fields), but capture only what is critical.

There are multiple ways that you can ease data entry. The easiest way is to use drop-down lists, tick lists or simple text fields; however, if you have the resources, I would suggest the use of cookies to auto-populate “pre-completed fields” or secure log-ins that have already captured select data. In either case, put yourself in the position of the viewer and remember the “KISS” rule (Keep It Simple Stupid).

Finally, think about exactly what MUST be captured. The more details you capture the better you are going to succeed in the future. For example, if you have a product page with a simple eMail and note field, try not to think short-sighted and store just the eMail address and note. Setup your data storage to capture the campaign or lead source (i.e. your website), the URL, the product and if available the model (you may capture from the URL, but try to break this data into multiple field types). In addition, try to remember that you need customer data. A simple eMail field is nice, but don’t you want to know the first and last name of the person on your site, phone number, address, etc.? This is where I must remind you that it can get dangerous, but most people understand that if they are taking the time to request information from you, you need some basic information from them. I typically request name, eMail, phone, (sometimes company), address and zip. You should remember to separate first and last name and try to automate the process by using the zip field to determine the city and state. (***Note, that this works in the US only; otherwise, you can add a country field.)

Data Storage

Once you have setup a survey, web form, etc. you need to immediately centralize your data storage. Honestly, I’ve seen data stored in various databases, CRM systems and even basic Excel files (however, I would recommend only a database and would more strongly recommend a CRM). The purpose of any data collection is for some sort of future use and centralizing this data is essential for your success.

Once you decide on the location of your data storage, you’ll be ready to begin “data mining.” Any sort of database will meet your needs, but how you set it up is important and you’ll quickly understand why database administrators (DBAs) have jobs. If you recall, one of the fields I suggested capturing earlier is a campaign source. Capturing this data will give you details as to whether you are getting information from your website, survey, kiosk, social media, etc. In addition, using a data mining will allow you to analyze everything from your customers, requests, sources, and much more.

Summary

While setting up a database takes time to administer and maintain; effective use will pay dividends as you can now PROVE your ROI, consolidate your databases into a centralized location, utilize your data for better marketing efforts, and more effectively manage your data. As a friend and colleague says, “think big, but start small.” Keep that same concept in mind when talking about your data and set yourself up to succeed in the future by starting with the right data.

Finally, the next blog will focus on using a CRM for your data and online marketing, but until then, don’t forget to send me your comments or questions and remember to follow my Twitter feed at http://twitter.com/ebizlessons or my FaceBook feed at http://facebook.com/ebizlessons for daily updates to complement this blog.