The Optimal Way to Cleanse Dirty Data
Data cleansing has gained broad acceptance among marketers because of its tremendous impact on marketing campaign ROI. In fact, a high-quality B2B prospect database can improve lead conversions by up to 260%.
On the flip side, low-quality databases containing a fair amount of dirty data can crush lead conversion success rates and cost $83 for every 100 records in a database.
Whether you’re about to embark on a new marketing campaign or you’ve been handed a database from a company CRM system to leverage for future campaigns, you can’t afford to have dirty data holding you back. In this post we define what data cleansing is and isn’t, and how it can help you. We also outline the core strategic elements and process steps required to cleanse your data properly for ongoing marketing campaign success.
What Data Cleansing Is…and Isn’t
Data cleansing is the process of removing errors and resolving inconsistencies in data before loading it into targets, like a database. To cleanse data, you must identify duplicate, incomplete, and inconsistently labeled portions of the data and then replace, modify, delete, and/or append additional information to this “dirty data.”
People often, and mistakenly, use the term data cleansing interchangeably with the terms data normalization, data scrubbing, and data profiling. But here is the true definition of each:
- Data normalization is the process of organizing data to minimize redundancy, whether it is cleansed or not.
- Data scrubbing involves filtering, merging, decoding, and translating data for use in a data warehouse (i.e., the “slicing and dicing” of data).
- Data profiling is the method of examining available data available and collecting statistics and information about that data, primarily through its metadata.
While all of these differ substantially from data cleansing, the most important difference is that data cleansing can occur prior to data ever entering your system or database.
Establish a Data Cleansing Strategy and Process
To cleanse your data properly, you need to first establish a strategy for the type and quality of data you will collect. This strategy should be based on the gap that exists between your current customer data and the customer data you want.
What kind of data are you sitting on? ReachForce DataDiagnostic can help you get a full picture of the current health and completeness of your marketing database.
The New Perceptive Marketing solution from ReachForce includes detailed analysis of the strength of your data.
Read how data cleansing helped make huge improvements in lead generation.
Just gathering names doesn’t help if the data inside them goes stale.