A key component of business success is the quality of data that is housed in sales databases. Without a high quality sales database, companies would not be able to determine which promotion is better suited for their customers. However, since sales databases are often comprised of a combination of individual smaller databases, companies may run into problems such as duplicate customer records. Therefore, in order to run a successful marketing campaign, it is vital that the database is cleaned.


The existence of duplicate entries of a client’s personal record/profile in a company’s database may result in that perspective client being contacted twice for the same offer. From the business’s perspective, sending out multiple emails or telephone calls will drive up the cost of the marketing campaign.  More importantly, the client may become irritated and feel their privacy is being violated. As a result of the negative experience, prospective clients may decline a promotion or even boycott the company’s products all together. The solution, therefore, is to organize the data via a process called data cleansing. Data cleansing would help to detect and rectify inaccurate, unwanted, corrupt, or duplicate records in the database.

It is advisable for every business to clean up its data using a data cleaning tool, so as to minimize the amount of money wasted each year due to inaccurate or incorrect data.


Here are five ways to identify and clean your data to ensure a successful marketing campaign.

  1. Identify duplicates: Always scrub your database at regular intervals and eliminate duplicate leads. Duplicates are inevitable, especially once your business has an aggressive marketing strategy. However, before deleting, ensure that each record is a complete match and there is no information present in one record that is absent in the other one.
  2. Set up quality scorecards: Ensure that your database adheres to quality metrics. Costs are often lowest in the preventative/verification stages; without key checkpoints small issues may turn into devastating errors. This line of thinking is summed up as the “1-10-100 rule” which suggests that potential issues may cost $1 to verify, $10 to clean, and $100 to correct.
  3. Remove inactive contacts: There is nothing that can hurt a company’s brand more than marketing to uninterested leads. You want to ensure that every marketing communication delivered is money well spent. If contacts in your database are inactive, it may be fruitful to determine whether they are worth keeping.
  4. Ensure data is uniform: One sales lead may give their city of residence as New York, another as NY, and yet another as NYC. Uniformity in data, especially in location fields, can help drive decision making as your company decides which markets to target.
  5. Remove junk contacts: Many internet users are wary of giving away their real email address, and you may find them typing asdf@hotmail.com or qwerty@gmail.com. To ensure a smooth campaign and accurate reporting, these junk email addresses have to be eliminated from the database.

A database cleanser from www.strategicdb.com uses the right technique and even more to ensure your sales database it topnotch. Why not visit www.strategcdb.com, call 1-877-332-4923 or email us hello@strategicdb.com today and you will be glad you did!

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