Article

Mike Wilsonn
Mike Wilsonn 27 September 2016
Categories B2B, Data & Analytics

Cleanse Your Customer Database, Keep it Squeaky Clean!

Your business processing and marketing campaigns largely depend on clean and consistent data. Data cleansing plays a major role in maximizing the value of your customers and prospects.

Your business processing and marketing campaigns largely depend on clean and consistent data. Data cleansing plays a major role in maximizing the value of your customers and prospects. Statistically, data decays at a rate of over 30% every year. This combined with data-duplicates leads to general errors in company reports, data analysis and affects business development.

Keeping an updated and error-free customer record database ensures that your money invested in offline and online mail campaigns isn’t wasted. If you have a huge customer database which hasn’t been cleansed in a long time, you might just need professional help.

What services will be provided by professional data scrubbing services?

If you decide to go ahead with professional data scrubbing services to make your database squeaky clean, here are some data cleansing features which can help you to improve data accuracy, eliminate data duplication, ensure legal compliance, reduce marketing/mailing costs and increase the number of prospective clients.

  • Find inaccurate or duplicate information, and correct them or flag them for removal

  • Remove typos and spelling errors in your database

  • Complete missing entries

  • Standardize all the attributes in the database to ensure uniformity

  • Normalize the standardized database by including your requirements.

The verification and validation of data is the final task. It is done by aggregating a list of many data providers, take data from them, and create a single view of businesses and consumers. This accumulated list is then cross-verified against your database, and duplicated and outdated data is flagged and removed. Thus, you can get bespoke data cleansing services once you make up your mind about making your customer database error-free.

Some data cleansing companies use The National Change of Address (NCOA) suppress - a database file that constitutes people who have moved away, or moved house and a list of the deceased. Gathered by Royal Mail, the NCOA informs companies which prospects leave their addresses so that it can redirect their mail and update the new address in their database.

Your database might be stopping you from maximizing your sales potential. How?

The money you spend cleaning your customer database could be saved for other organizational purposes. The current trading conditions and restrictions on marketing budgets are ramrod strict. Thus, updating and cleaning your database is of utmost importance. Moreover, the mails you send to your customers and prospects are the face of your business. If the address quality is poor, or the names spelt in your mailing list are inaccurate, your businesses’ professional image is tarnished.

Better late than never! Start cleansing your database before it turns redundant.

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