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The Purpose Of A Data Manager

Strategy | March 9, 2022
Adam Hooley

In most businesses data is of the highest value. In context, I’m referring to the leads that drive potential new customers in your front door. Not only is it important to keep a constant inflow of new business leads, but is also important to keep that data organized and segmented. This will ensure the right leads are ready for driving through the new business funnel. This is solely the role of a data manager.

In context, I’m referring to the leads that drive potential new customers in your front door.

Not many businesses see the value of a dedicated data manager. In fact, many businesses I work with don’t have a defined lead generation or data management plan. This is a core component of any successful growth program. The data manager is tasked with sourcing and managing raw data in the agency. They are responsible for adding new leads, segmenting the database and building engagement programs to drive new business enquiry.

The data manager is tasked with sourcing and managing raw data in the agency.

Each business should have a program to harvest raw data from industry databases in an effort to build a database of engaging potential customers. This means keeping track of all properties on the rental market in your area and searching industry databases for landlord's names, addresses and contact details. Each business should have a target of how many new pieces of data should be added to the database each month.

Each business should have a program to harvest raw data from industry databases in an effort to build a database of engaging potential customers.

The data manager would be responsible for building segmentation emails to send to each of the database contacts. This will help to determine if they have an investment property in your area or they are interested in buying an investment property in your area. Once they have been segmented, this will drive a call list for growth team members to start engaging with.

The data manager would be responsible for building segmentation emails to send to each of the database contacts.

Another responsibility of the data manager is to collate and maintain contact details of all existing customers and customers engaging with your business. This would include all sales enquiries, existing customers, all tenants and all new tenant enquiries. These contacts are already dealing with your business and are a rich source of data to engage with and segment into your database.

Another responsibility of the data manager is to collate and maintain contact details of all existing customers and customers engaging with your business.

Once the growth team have contacted segmented clients, they are able to move them into the data funnel or segment them further to define when or how they may engage with your business, either now or in the future. The data manager is then responsible for coaching these contacts through the sales funnel using targeted email and content campaigns. The key outcome of this campaign is to drive warm leads into the growth team for converting to new business customers.

The key outcome of this campaign is to drive warm leads into the growth team for converting to new business customers.

The key role of the data manager is to maintain a healthy active database. Having 10,000 contacts in your database is of no use unless someone is continually managing and engaging with them. This will ensure a constant flow of warm leads to the growth team. This better utilizes the growth team by only engaging with warm leads rather than wasting an enormous amount of time cold calling unengaged leads.

The key role of the data manager is to maintain a healthy active database.

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