Data science plays a key role in ensuring eCommerce success. Today’s eCommerce businesses collect data from customers to better understand their wants, needs, and preferences. Data science professionals then interpret the collected information and use their findings to help businesses make better sales and marketing decisions.
Because data is extremely useful in business settings, the demand for data science professionals only continues to grow, with the BLS predicting that data science opportunities will expand by 19% between 2016 to 2026.
Better User Experience
Let’s say a potential customer named Jane frequently browses your store’s Instagram. There, one of your products catches her interest. Jane visits your website to purchase it. However, she discovers that the price listed on your store’s Instagram reflected the product’s price during a now-concluded sale. The price listed on your website exceeds Jane’s budget. Disgruntled, Jane forgoes her purchase.
Through data science and data cleaning, you can keep data consistent and up-to-date across all digital channels. Customers will find the information they’re looking for, no matter which platforms they browse. This improves the customer experience, which can accordingly boost brand loyalty.
Improved Marketing Efforts
You run an online clothing store, which will soon launch a personalized email marketing campaign. Each customer will receive an email that contains product recommendations based on their answers to a previous survey, which asked them about personal details, such as their job, age, and personal preferences.
However, it turns out that your datasets have been misplaced. Customers begin receiving emails with product recommendations that aren’t at all relevant to their interests. Many dismiss your brand as spammy, which lowers conversion rates and revenue.
Data cleaning ensures that all your customer information is accurate. With accurate insights on your customers, your targeted marketing campaigns are more likely to be successful.
Let’s say, again, that your company relies on email marketing campaigns to promote your products. However, you learn that your database contains outdated contact information.
Half of the emails you send then end up in the inboxes of defunct email addresses, never to be opened. Because you never reach your leads, conversion rates stay consistently low.
In this case, dirty data doesn’t just account for lost revenue but also lost time. Additionally, employees that are aware of the situation may be forced to spend time away from their core responsibilities just to correct the problems caused by dirty data. To ensure that your employees’ efforts will bear fruit, you need to keep all data accurate and up-to-date.
When you make decisions based on data science, you can ensure better business growth. However, interpreting data is only productive if the data you collect and store is correct. Data cleaning services can ensure that you never waste time, effort, and revenue.
Exclusive for CSS Commerce by Dakota Kennedy
