Data accuracy is the cornerstone of effective marketing. Without reliable data, even the most well-planned campaigns can falter. In fact, Gartner reports that poor data quality costs organizations an average of $12.9 million annually, primarily due to inefficient resource allocation, missed opportunities, and flawed decision-making.
Inaccurate data can lead to misguided strategies, wasted marketing spend, and damaged customer relationships. This is where data classification tools come into play as a crucial weapon in the fight against data inaccuracy. By organizing and categorizing your data, these tools enhance data accuracy, making it easier to analyze and apply in your marketing efforts.
In this guide, we explain what data classification tools are, take a look at some of the best data classification tools available, and provide some pointers on what you should look for in a data classification tool.
What is data classification?
Data classification is the process of sorting and categorizing data into different types, forms, or classes. Think of it as organizing your marketing data into neat, understandable categories, making it easier to find and use the information you need.
For marketers, data classification is a game-changer and one of the 6 building blocks of data governance. It helps you understand your data better, ensuring that you can target your audience more effectively and personalize your marketing efforts.
For more information on Data Classification, check out our blog: What is Data Classification? A Beginner’s Guide for Marketers (2024)
Why should marketers care about data classification
Data classification isn't just a buzzword; it offers tangible benefits that can significantly enhance your marketing efforts. By organizing and securing your data, you can improve various aspects of your marketing operations, from data management to decision-making.
With well-organized data, you can quickly find the information you need, whether it's customer demographics, purchase history, or engagement metrics. This means you can spend more time creating effective marketing strategies and less time hunting for data.
Accurate and consistent data is crucial for making informed marketing decisions. Data classification helps ensure you have reliable information at your fingertips, enabling you to craft targeted campaigns and measure their effectiveness.
Key features of data classification tools
When choosing the right data classification tool for your marketing efforts, understanding the key features to look for is essential. The right tool will streamline your data management processes, enhance the accuracy of your data, and ultimately make your marketing campaigns more effective.
Here are the crucial features that top data classification tools should offer:
1. Automated Classification
Automation is a lifesaver for marketers dealing with vast amounts of data. Automated classification tools reduce manual effort, save time, and minimize errors, allowing you to focus on creating impactful marketing strategies.
2. Integration Capabilities
It's relatively uncommon to find tools dedicated solely to data classification; most are integrated within broader ETL platforms that handle data integration from multiple sources. Unless you need a highly customized ETL tool which you’re building in house, it’s best to look for tools with plenty of API connectors so that you can integrate your data effectively with the specific platforms and data sources you use.
3. Real-time Monitoring
Real-time monitoring keeps your data up-to-date, allowing you to track changes and trends as they happen. This feature is invaluable for adjusting your marketing strategies on the fly and staying ahead of the competition.
4. User-Friendly Interface
It should go without saying, but a user-friendly interface makes data classification accessible even for those who aren't tech-savvy. You could have the most sophisticated data classification tools on the market but if your team isn’t actually using them, you’re wasting your budget. Look for tools that offer intuitive dashboards and easy navigation so you can quickly get up to speed and start reaping the benefits.
Top data classification tools in 2024
Informatica Data Quality
Overview: Informatica Data Quality provides comprehensive tools for data cleansing, profiling, and classification. It ensures that your data is accurate, consistent, and complete, which is essential for effective marketing strategies.
Key Features: This tool excels in high-accuracy data classification, integration with various data sources, and real-time monitoring, making it a top choice for marketers looking to maintain data integrity and reliability.
G2 Score: 4.5 stars
Adverity
Overview: Adverity is designed specifically for marketers providing advanced data integration and classification solutions. It helps marketers unify their data from various sources for a holistic view of their campaigns.
Key Features: Adverity’s integrated data platform provides the full range of features that marketers need to not only integrate their data but also classify and manage it effectively. This includes real-time data integration, built-in data governance, and automated data classification tools such as their data dictionary.
G2 Score: 4.5 stars
Collibra Data Governance
Overview: Collibra Data Governance offers a robust suite of tools designed for data management and classification. It helps marketers establish a solid data governance framework to maintain data quality and compliance.
Key Features: The platform includes automated data governance, efficient data tagging, and a user-friendly interface, ensuring that your marketing data is well-organized and easily accessible.
G2 Score: 4.2 stars
IBM InfoSphere Information Governance Catalog
Overview: IBM InfoSphere provides powerful data governance and classification solutions. It helps marketers manage their data assets with precision, ensuring that sensitive information is properly handled and classified.
Key Features: With detailed data cataloging, seamless integration capabilities, and enhanced security measures, this tool is perfect for marketers needing a comprehensive data governance solution.
G2 Score: 4.0 stars
Microsoft Azure Data Catalog
Overview: Microsoft Azure Data Catalog is a scalable, cloud-based data classification and management tool. It allows marketers to easily discover, understand, and manage their data assets.
Key Features: The platform provides scalability, automated classification, and integration with other Microsoft services, ensuring that your marketing data is always up-to-date and easily accessible.
DataRobot
Overview: DataRobot specializes in automated machine learning and data classification solutions. It enables marketers to leverage AI-driven insights for more effective and targeted marketing campaigns.
Key Features: DataRobot’s key features include AI-driven classification, real-time monitoring, and easy integration with existing marketing platforms, making it a cutting-edge tool for data-savvy marketers.
G2 Score: 4.4 stars
Erwin Data Intelligence
Overview: Erwin Data Intelligence offers comprehensive tools for data governance and classification. It helps marketers ensure their data is accurate, secure, and compliant with industry regulations.
Key Features: This platform features automated classification, efficient data tagging, and user-friendly dashboards, making it easy for marketers to manage their data assets effectively.
G2 Score: 4.3 stars
How to choose the right data classification tool
1. Assess Your Needs
Start by understanding your specific requirements. Do you need a tool that integrates with your CRM? Or perhaps one that offers robust security features? Knowing what you need will help narrow down your options.
2. Key Considerations
When choosing a data classification tool, consider features, scalability, ease of use, and cost. Look for tools that offer the features you need, can grow with your business, are easy to use, and fit within your budget.
3. User Reviews and Case Studies
Learn from others' experiences. User reviews and case studies provide valuable insights into how a tool performs in real-world scenarios and can help you make a more informed decision.
Conclusion
Data classification tools are essential to navigating the complex landscape of marketing data. By organizing and categorizing your data effectively, these tools empower you to analyze and leverage your data for more targeted and successful campaigns.
Whether you're a seasoned marketer or just starting, investing in the right data classification tools will enable you to streamline your processes, make data-driven decisions, and ultimately boost your marketing success.
