Why Does Clean Data Matter?
Having an accurate and up-to-date database is crucial for your business. Over time, records that are bogus, incomplete, outdated, or duplicates of other existing records begin to accumulate like weeds in an unkempt garden.
Incorrect data can be costly. Imagine that you have a mailing list of 10,000 existing and potential customers and are planning a marketing campaign for a direct mailer. Now imagine that out of your 10,000 records, 5% contain duplicate, incomplete, or outdated information. In this scenario, it is the equivalent of picking up 500 mailers and depositing them directly into the trash. And if you spent a dollar on each of those leads you just wasted $500.
Having a fresh and updated record set will save you both time and money in the long run, with a visible improvement in the accuracy of your analytics, allowing you to target your marketing budget to the correct audience.
What is Data Cleansing?
The process of detecting corrupt, duplicate, incorrect, or incomplete records from a database and then modifying, removing, or replacing the information is known as data cleansing, but you may have heard it referred to as data cleaning or data scrubbing, as well. With clean data, you are free to focus on the metrics that will provide the most benefit to your business.
How Does Data Cleansing Work?
Data cleansing services work by first analyzing the areas of need within your data situation. Duplicate entries are merged or deleted, bogus records are removed, missing information is filled in, unusable email addresses are flagged, and incorrect records are appended, using a combination of algorithms, rules, and look-up tables. Data cleansing may also involve correcting typographical errors.
Leave it to the Experts
Outsourcing these vital tasks to database professionals can save your team the countless valuable hours that it would take to fix the data manually, allowing you to increase efficiency by focusing your energy elsewhere instead – like on your next big campaign! Whether you use email, direct mail marketing, or a combination of the two, the cleanup and removal of bogus, corrupt, duplicate, and incorrect data will increase your marketing efforts by leaving you with clean and usable data! Bottom line – leaving the data cleansing to the experts just makes sense!