To ensure an efficient communication with clients every company should have an updated dataset. Data cleanup is a process of recognizing and rectifying “dirty”, incorrect records from the dataset. Talking of customer data it is vital to maintain accurate records on a constant basis. We keep our houses clean by scrubbing, washing, polishing, vacuuming, etc. and we do it consistently. The same relates to clean, quality data used for marketing initiatives. Data cleansing is a process that consists of different steps including data validation, deduping and data appending. Here is a data cleanup strategy which can help you when cleaning your database: 

Start with records deduplication. Being unaddressed, duplicate records may cause a lot of damage to your company. It can be either multiple Emails to the same customer or inaccurate pre/post analysis to name a few. In all cases, the company reputation and finance may be sufficiently harmed.  Everyone understands the meaning of the word “duplicate” and it is easy  to guess that “deduping” means duplicate records removal.  As simple as it seems, the deduping process is a complex procedure that needs to be consistent and accurate. It includes: duplicates identifying, setting up duplicates identification rules, survival record selecting records merging, deduplication process running. Deduping tools can help with quality deduplication, save time and money. Also professional care always differ from amateur, not only by cost but most importantly by quality and knowledge.

When deduping is done proceed with data validation. Customer data validation allows to  get rid of  multiple discrepancies presented in your records. It is very important to validate data against a unified single source and ensure that all systems are aligned.  Properly done data validation removes uncertainties and conflicting facts that kill marketing opportunities, slow down growth and frustrate customer. Validate your data prior to its upload to CRM and avoid the risk of sending inaccurate messages and running useless analysis. You can rely only on a trusted data in order to have successful and profitable campaigns.

Having deduped and validated data, append the data. It is the process when you match a third party data to your existing records. For example, your list of customers include first/last names and zip codes but lacks Email addresses. A third party data provider enhances your file appending Email addresses. There is a lot of data that can be added to your existing lists, e.g. industry codes, revenue, household income, etc. Appending is the strategy of enriching your Email lists that you definitely don’t want to lose. Selecting a reputable and trustful third party provider is critical in case of data appending.

Once you have cleaned your data, your data cleanup strategy doe snot stop there, your last step which is often first is to analyze where bad data came from and ensuring it does not happen again. Get started today, with StrategicDB’s data cleansing strategy.

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