How inaccurate and missing data stops marketing teams in their tracks
Data cleansing is a daily activity at More Than Words – and it is for our media partners too.
To be able to offer our customers the most comprehensive and the most accurate marketing databases available in the UK is our unique selling point – a commitment to quality which allows us to call ourselves one of the country’s leading suppliers with legitimacy.
Every marketing database we sell is our clients’ passport to generating leads and making sales from 3,300,000+ decision makers in businesses, in schools, and in the public sector.
We also use the very data we sell when we run managed email marketing campaigns or managed telemarketing campaigns on behalf of our clients.
If that data were incomplete or inaccurate and if our research wasn’t good enough meaning that there were substantial information gaps on our databases, our clients wouldn’t enjoy the success they have whether they do their own telephone and email marketing campaigns or whether we do it for them.
Data accuracy matters.
And there is another upside – we can cleanse our clients’ customer and prospect databases against our master database. We can check every cell on every database you own to make sure that you’re working with the very latest information.
Bad data is your own “sales prevention squad”
What happens when you work with bad data? Bad things like:
- phone calls where the receptionist doesn’t know who you
- emails which are returned saying that the server does not have a record of that person
- postal mail addressed to a company which moved last year
- personalised emails to the wrong person
- personalised postal mail with spelling mistakes
We could go on but as a sales and marketing professional, you recognise that there are three major disadvantages to working with bad data.
The first disadvantage to using inaccurate data is that you miss out on multiple opportunities to stay connected to your existing customers. You won’t be able to cross-sell or up-sell to your clients because the contact details you hold on them are incorrect. And everyone is business knows that it’s much easier to generate revenue from customers and decision makers who already know you, know the value of your products and services, and know how you look after your clients post-purchase.
The second disadvantage are the missed opportunities with prospects on lists you have bought in and on data you have generated yourself on potential clients where they have no bought from you yet. Each business suffers customer churn and there’s an imperative for every company to constantly replenish and add to the number of clients they serve.
The third disadvantage is that inaccurate and missing data frustrates sales and marketing staff – the sales and marketing teams are the living beating hearts and souls of every business. Without your sales and marketing team generating the enquiries and revenue they generate, there is no company.
Your sales and marketing staff arguably have the hardest job in your business and they’re under constant pressure to perform. It’s the duty of every business owner and senior management team to remove as many obstacles in the path of their sales and marketing professionals as possible.
With accurate and complete data, you can squeeze even greater revenue from your sales and marketing teams without the need to hire extra staff to sift through dead records.
What type of data can we cleanse?
We offer data cleansing, replacement, and validation services on marketing databases.
In addition to cleansing postal addresses, email addresses, fax numbers, and telephone numbers, we can cleanse, validate, and replace supporting information on businesses, schools, and public sector organisations and purchasing responsibilities of target decision makers.
We can work with:
- existing customer databases – lists of companies and organisations which have bought from you in the past,
- self-generated prospect databases – lists of companies and organisations which have left their contact details with you for follow-up but which have not bought from you in the past, and
- bought-in databases – marketing databases you have purchased from a 3rd party like More Than Words.
Call to action
Clean, accurate marketing data is the lifeblood of any company which proactively markets its products and services to other businesses, to schools, and to public sector organisations.
As well as our own database, we have direct access to the databases of some of Britain’s leading media partners with their own comprehensive, precise, and constantly-updated marketing databases.
How does the service work?
What is data cleansing?
Data cleansing (sometimes called database cleansing) is the process of finding duplicated, incomplete, or inaccurate fields within a database with the goal of either replacing the data contained within a field with new, correct data or deleting the data in that field if there is no accurate data to replace it.
More Than Words provides clients with marketing database cleansing. When we’re data cleansing for a client, our job is to replace fields duplicated, inaccurate, and missing contact and organisational information with the latest, up-to-date information.
Why is data cleansing important?
The importance of data cleansing to companies using databases to conduct direct marketing campaigns or to keep in contact with their existing customers is significant.
Marketing and customer data accuracy deteriorates over time. A recent 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 the data we cleanse for clients is either duplicated, incomplete, 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 and you lose the opportunity to maintain good customer relationships with your existing clients.
There is a financial cost to inaccurate, duplicated, or incomplete data and, in the era of GDPR, a reputational risk too if the data you’re using is deemed by the IO to be unnecessary or incomplete.
How do you organise a data cleansing project?
When a client contacts us to complete a data validation exercise, there is a multi-step process to refreshing and appending the information on their customers and their prospects.
First, we ask you what you want to achieve from your database. 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 the databases you 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 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 with the smallest quote being the work we need to do to achieve your minimum goals to the largest quote enabling 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.
Contact us about our data cleansing service
More Than Words continues to work with thousands of companies 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. It’s much easier and cheaper as well to sell to the decision makers within businesses, schools, and public sector organisations who already know the quality of your products and services and the reliability of your company.
Let us check your customer and prospect databases and update any missing or inaccurate information. We’re available on 0330 010 3495 or you can click here to email us.
We’re based in North Shields town centre if you want to come and visit us. There is plenty of free parking outside and we’re only three minutes’ walk from North Shields Metro station.