July 4th Data Fireworks: Celebrate With Free Data in 5 Projects that Will Make Your Team Say “Ooooooh, Ahhhhhh!”

By Ed King

olga-friend0 / Pixabay

Independence Day is about celebrating our freedom. We celebrate with picnics, family barbeques, and of course, fireworks. In the spirit of the holiday, how does a data-driven marketer celebrate the occasion? With free and open data, of course—data that gives you the freedom to use any way you want.

Dazzle your co-workers by taking a little time to create some amazing data pyrotechnics and make your co-workers say, “Ooooooh, Ahhhhhh!”

Here are a few easy marketing data projects you can do to celebrate the holiday:

  1. Improve Segmentation with Job Function Data

Some of the most important fields for segmentation, lead scoring, and personalization are Job Function and Job Sub-Function (e.g., Marketing Ops, Demand Gen, Product Marketing), but most marketers have this field blank in their CRM systems. Declare your independence from expensive data providers and populate the field yourself. Here’s how:

  1. Download an open source list of title keywords. You can do this without registration (or taxation) from marketingopendata.com or other open data project sites.
  2. Now you’ve got a list of keywords, and the Job Functions associated with each. From here, in Excel, you can use a simple VLOOKUP function to assign a Job Function or Sub-Function to each Job Title.
  3. Ready to take it to the next level? Many open data lists also include a Priority field so that when you have two keywords you know which is more relevant. Add in a few nested IF functions in Excel, and you’ll have done a pretty good job of populating the Job Function field.
  4. Finally, create a simple pie graph in Excel and share with your coworkers the distribution of your database by Job Function. Listen for the Oooooohs and Ahhhhhhs.
  5. Classify All Your Leads by Job Level to Deliver More Customized Content

Job Level is also an exceptionally important field for just about everything—putting people in the right lead nurturing program, scoring, and personalization. You can follow the exact same process you followed to derive Job Function to segment leads for Job Level. Open source data sets like this one even include common misspellings and abbreviations like “mgr.” Use the Priority field to amaze your peers with how you’re able to properly classify a tricky title with multiple keywords like “Assistant to the Vice President” as an individual contributor, not an executive. Wow!

  1. Dump the Junk

Everybody’s marketing database has some bad records in it. It’s amazing how many databases have the name, “Mickey Mouse,” along with the ever popular first names, “asdf” and “Not Telling.” Since most marketing automation solution providers’ licensing fees are based on record counts, dumping your junk records might save your company enough money for a pretty lavish July 4th team outing. All you have to do is match your records against an open source list of known suspect names. Here’s an open source one to get you started.

  1. Classify All Your Leads by Urban Area to Identify Your Best Territories

Ever find yourself trying to figure out which cities to include in a road show Go to the full article.

Source:: Business 2 Community

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