Why is data cleansing important?
Data cleansing is important to any company using a database to reach prospective customers or keep in touch with their existing customer list.
Additionally, it is important for data analysis at the end of any direct marketing campaign, ensuring that your marketing team does not make irrelevant observations, caused by incorrect or duplicate data.
Marketing and customer data accuracy deteriorates over time.
A report from Gartner indicated a decay rate of around 3% per month. Informatica estimates that the data decay rate is around 70.3% per annum.
Both of these estimates are on the high side in our experience of B2B, education, and public sector data cleaning.
In the UK, around 25% of every data set we cleanse for clients is either duplicated, incomplete, or has missing values or inaccurate fields after one year.
If the data you hold, whether you generated it yourself or you have bought marketing databases from other companies, is up to 25% inaccurate, you lose opportunities to sell to new companies and organisations on marketing lists.
You could also lose the opportunity to maintain good customer relationships with your existing clients.
There is a financial cost to dirty data if your data analytics reports are skewed and, in the era of GDPR, a reputational risk too if the data you’re using is deemed by the IO to be inaccurate or missing values.
How do you organise the data cleansing process?
While data cleansing software exists and offers a basic data cleaning process, we believe that cleaning data requires the human touch.
When a client contacts us to deal with a data quality issue, there is a multi-step process to mapping, refreshing and appending the information on their customers and their prospects.
First, we ask you what you want to achieve from your dataset.
- How do you intend to use it?
- Do you wish to use the data to contact clients by email, phone, or post?
We’ll need to examine any dataset you currently hold.
After examination, we’ll be able to determine whether there are structural errors to your database and how much information it’s missing (in other words, fields which have not been added yet, duplicate records or fields which exist and which are currently empty).
We’ll then “hex” the database and compare it with “hexes” on the databases we hold and the databases of our suppliers.
At this point, we’ll have a clear understanding of how to do data cleansing to the specification you require.
At this point and by understanding the marketing and sales routes which are most important to you, we can provide you with a variety of quotes.
Here, the smallest quote would be for the work we need to do to achieve your minimum goals, and the largest quote would enable you to use your data in ways you currently can’t, to generate leads and make sales.
Following the presentation of our quote, the work may take between two days and two weeks depending on its size and complexity.
More Than Words continues to work with companies across a wide range of sectors, supplying them with the highest-quality, most accurate marketing data available for their campaigns to other businesses, to schools, and to the public sector.
Your customer and prospect databases are assets which will generate leads for your sales team and revenue for your company.
Let us check your customer and prospect databases and update any missing or inaccurate information.
We’re available on 0330 010 8300 or you can click here to email us.