Content marketer partners for data quality

A dynamic content marketing specialist is working with two data analysts to improve its clients data capabilities and direct marketing performance. Lorien Unique has tied up with Blue Sheep and Cyance in a move that reflects the increasing role of data in one-to-one communications.

The partnership involves data quality audits which have been developed by Blue Sheep and Cyance specifically for Lorien Unique’s clients. These assess the quality of data, based on overseas records, blank addresses, suspect addresses, missing or invalid postcodes and duplicates. Data is then cleaned and enhanced to correct errors and enhance the file.

Chris Mott, head of marketing at LU, says: “In the past, the Lorien Unique data team have spent a great deal of time manually cleaning data because, in its original state, the data received has simply been unusable. However now, by partnering and working with Blue Sheep and Cyance on data quality, profiling and enhancement, this pain has been taken away and, critically, they are able to do this important work more accurately, more efficiently and more quickly.”

Mott adds: “Plus, the additional insight that the reports provide is fascinating. And the analysis by SIC code is very interesting, particularly when clients overlay this against their perceptions. As a result, the reports always increase our clients’ understanding of who their customers and prospects really are and highlight important issues relating to data quality. It’s a must do experience for every marketing manager and director.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here