Cleaning Data Sets<\/h2>\n\n\n\n
Before we get into all the ways in which you can use AI as an extension of your marketing team, let\u2019s focus on the basics: good, clean data and prompting. <\/p>\n\n\n\n
Over time, almost any database holding consumer or client contact records will become less accurate and bloated with information that\u2019s out of date or duplicated elsewhere in its files. That\u2019s often called \u201cdata ROT,\u201d with rot being an acronym for Redundant, Obsolete, or Trivial<\/a> information.\u00a0<\/p>\n\n\n\n In marketing, trivial information can still be useful, but redundant and obsolete data wastes resources and slows access to all of the database\u2019s content. Performing \u201cdata hygiene\u201d (data cleaning<\/a>) periodically to identify duplicates and replace outdated information helps combat rot and ensures your AI tools will have the best data to work with when you go to use them. AI tools can help flag duplicate data, and data enrichment providers like Spokeo for Business can help you validate contact information data for vast swaths of leads and past clients efficiently.\u00a0<\/p>\n\n\n\n Sample prompts for using AI to help with data hygiene and cleaning include\u2026 <\/em><\/strong><\/p>\n\n\n\n It\u2019s common for firms to look for patterns in the types of cases that appear in publicly available sources, such as aggregate court statistics, published opinions, or community safety reports. The goal should be to understand which case categories and questions are most common<\/strong>, so your firm can publish educational content that better serves prospective clients.<\/p>\n\n\n\n If you are analyzing any dataset that contains personal information, focus on aggregated trends rather than targeting individuals. Spokeo for Business can help validate and update contact data for people who have already opted into communication (for example, inbound leads and prior clients), improving data quality and reducing operational friction.<\/p>\n\n\n\n A sample set of prompts for this use case might include:<\/strong><\/p>\n\n\n\n As we\u2019ve observed previously in this post, people who resemble your existing clients are among the very best prospects of all. This makes your existing client base a fruitful target for analysis and segmenting, to identify characteristics which can then provide a template for the ideal potential client your marketing efforts should target. <\/p>\n\n\n\n Before we get into a few ways to prompt AI for marketing purposes, you could use it to identify trends within your existing client base that may be applicable to future marketing strategy decisions. For example, you could ask your AI tool to\u2026 <\/p>\n\n\n\n Law firms remain responsible for ensuring that using AI in connection with client information does not waive attorney-client privilege<\/em><\/p>\n\n\n\n While your client files contain a certain level of data, much of the detail and nuance will be missing. If you use a batch search<\/a> or Spokeo\u2019s powerful application programming interface (API)<\/a> to flesh out your client data in greater depth, your AI data analysis tools will be able to draw on that enriched data to uncover connections that might otherwise have remained hidden, and that could be extremely valuable to your future marketing efforts.\u00a0<\/p>\n\n\n\n Potential prompts for this use-case might include\u2026<\/em><\/strong><\/p>\n\n\n\n On a related note, you can also ask the AI to perform a sentiment analysis of your communications with existing or past clients, to determine which of them might be receptive to a referral campaign. Potential clients with similar characteristics may, in turn, become a valuable source of referrals. <\/p>\n\n\n\n Marketing copy is often crafted on a \u201cbest-guess\u201d basis, with marketers or firms drawing on prior experience to decide what is important to potential clients, and how best to reach them. <\/p>\n\n\n\n Enriched data, which builds on the information contained in your client files, provided by lead generation services, or generated by inbound inquiries, can remove most of the guesswork from this process. Beginning with the data you have, and using Spokeo searches to flesh it out with deeper, more detailed information, enables you to check those assumptions against verifiable data. <\/p>\n\n\n\n Sample prompts for this purpose could include\u2026<\/em><\/strong><\/p>\n\n\n\n Your firm likely already has some level of inbound leads, and while those leads are valuable potential clients, they\u2019re also valuable potential learning points for your marketing team. By enhancing your existing lead data with enriched contact information provided by a tool like Spokeo for Business, you can empower AI marketing tools with a treasure trove of data that can be used to identify trends and segments that your marketing team can tap into with highly specific campaigns. <\/p>\n\n\n\n A few sample prompts that you could use for this purpose include\u2026<\/em><\/strong><\/p>\n\n\n\n For most firms, the highest-quality conversations come from inbound inquiries (calls, form fills, chat). AI can help your team improve intake call guides by making them clearer, more empathetic, and more consistent\u2014while staying aligned with your firm\u2019s policies and applicable professional rules.<\/p>\n\n\n\n As with marketing copy more broadly, AI can quickly parse your current scripts and compare them to enriched client data you\u2019ve generated with Spokeo for Business and other tools. <\/p>\n\n\n\n A sample prompt for this purpose might read\u2026<\/em><\/strong> <\/p>\n\n\n\n The range of marketing channels currently available for firms to take advantage of is unprecedented. Targeted advertising on search engines and social media sites, blogs, social posts, and short-form videos, and even old-school direct-mail or email campaigns are all part of the mix. Each of those channels has its own quirks and challenges, and what works on one won\u2019t necessarily work in another without adaptation. <\/p>\n\n\n\n Yet, creating new content from scratch for each marketing channel you use is time-consuming and wasteful of resources. It\u2019s typically more efficient to task your marketing team with creating a smaller amount of high-value original content, and then use a marketing-specific AI like Jasper or Crayo (for copywriting and short-form videos, respectively) to repurpose your existing content so that it meets the needs of a new channel.\u00a0<\/p>\n\n\n\n Sample prompts for this purpose might include\u2026 <\/em><\/strong><\/p>\n\n\n\n One thing AIs excel at is the analysis of large volumes of documentation. It\u2019s a level of reading speed and analysis that humans would struggle with, whereas it\u2019s an area of strength for the AI. One way to harness that capability to your benefit is through analysis of your competitors\u2019 marketing efforts. <\/p>\n\n\n\n The AI can rapidly parse as many of your competitors\u2019 sites, blog posts, email campaigns, and other marketing initiatives as you can find. It should be able to identify recurring themes in their marketing and make deductions about the clients they\u2019re targeting and what their goals are. Asking AI to compare and contrast with your own marketing will reveal areas that one firm targets, and the other doesn\u2019t. Cross-referencing that information against any specific trends or areas of interest you\u2019ve identified in the pool of potential clients gives you the option of either expanding your own marketing into niches you\u2019ve overlooked or going head-to-head with your competitors in their own niches. <\/p>\n\n\n\n Prompts for this use case might include\u2026<\/em><\/strong><\/p>\n\n\n\n This post isn\u2019t intended to be a complete guide but a discussion starter, pointing the way to more efficient and productive use of the AI tools you\u2019re already using<\/em>. While they\u2019re powerful in their own right, they can only be as useful as the data they\u2019re given. <\/p>\n\n\n\n Leaning into Spokeo\u2019s powerful data-enrichment capabilities provides your AI tools with a higher level of information to work with. That helps them generate more nuanced and accurate insights, which in turn will provide your firm with better-quality information to serve as a foundation for your marketing plans. <\/p>\n\n\n\n To learn how Spokeo for Business can support data quality, information resolution, and CRM enrichment workflows, contact our team through the Spokeo for Business page.<\/p>\n\n\n\n Note: <\/em><\/strong>Spokeo Terms of Use prohibit sharing Spokeo data with third-party services that can make commercial use of the data. More broadly, law firms should avoid uploading client or lead personal data into general-purpose AI tools unless they have appropriate permissions, controls, and contractual protections in place. When using AI, prefer de-identified inputs and process-based prompts.<\/em><\/p>\n\n\n\n Sources<\/strong><\/p>\n\n\n\n Iron Mountain: Digital Detox: Practical Ways to Clean up ROT<\/a><\/p>\n\n\n\n\n
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<\/li>\n\n\n\nIdentifying Under-Served Content Topics (Without Targeting Individuals)<\/h2>\n\n\n\n
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<\/li>\n\n\n\nUsing Your Existing Client Base as a Template for New Marketing Efforts<\/h2>\n\n\n\n
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Editing Marketing Copy Based on Actual Client Data<\/h2>\n\n\n\n
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Identifying Trends Within Existing Leads <\/h2>\n\n\n\n
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<\/figure>\n\n\n\nImproving Intake Call Guides for Inbound Leads<\/h2>\n\n\n\n
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Repurposing Content Across Marketing Channels<\/h2>\n\n\n\n
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Competitor Research and Analysis<\/h2>\n\n\n\n
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Better Data, Better Marketing <\/h2>\n\n\n\n