Successful marketing campaigns rely on data, but in order for that data to be useful to the company, data cleansing needs to be a priority. Data cleansing is the process of removing any duplicate data, incorrect or improperly formatted data, or incomplete data, so you’re left with only the most relevant, high-quality data available. By ensuring your data collections are routinely cleansed of useless datasets, you can simplify data analysis and build a more effective marketing campaign.
How to Approach Data Cleansing
Data scrubbing tools are the most efficient way of ridding bad data from your system. Based on a series of algorithms, data scrubbing tools can automatically identify dirty data, so the data routinely remains up to date. This can save a lot of time by minimizing the need for manual data cleansing.
How Will Data Cleansing Enhance Marketing?
Strong marketing campaigns rely on up-to-date data that accurately reflects the current trends of the business and its customers. Incorrect, duplicate, or outdated data doesn’t provide useful insights to businesses and instead can bog down their data analysis, making it more inefficient and less effective. Some of the key benefits of data cleansing include:
• Customers: The customer is the exclusive source of income for businesses and is central to all business decision making. However, the customer is always changing. Their likes and dislikes, their shopping habits, and their expectations are in a constant stage of change, and savvy marketers need to remain on top of those fluctuations in order to make smart business decisions. Outdated and incorrect data provides an inaccurate view of the customer, thereby resulting in poor business decision making and ineffective marketing tactics. With data cleansing, you can ensure your view of the customer remains on top of the latest trends, allowing you to meet the demands of consumers and build a marketing strategy that works.
• Leads: Lead generation is the single greatest indicator that a marketing strategy is effective, and the potential for lead generation considerably impacts the cost and effectiveness of a marketing campaign. With dirty data, companies are unable to access the insights needed to inform smart business decisions, which results in fewer leads and more money wasted.
• Data integration: When data silos occur, the effectiveness of a marketing strategy is greatly minimized. Data silos prevent businesses from gaining a complete view of their customer, thus resulting in poor business decision making. Integrating data is critical to gaining a complete view of the customer, and yet dirty data that is laden with errors and duplicates makes data integration difficult. With data cleansing, you can omit the useless datasets that are cluttering up your data, allowing you to integrate data more effectively.
Big data is useless on its own, and it requires rigorous analysis in order to apply and profit from its benefits. Data cleansing is essential, because in removing incorrect, incomplete, or outdated segments, you can be confident that you are using only the most up-to-date and relevant datasets. This makes it possible to alter your marketing campaign to make it more effective and help guarantee results.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.