Data cleansing is the process of cleaning up all company data by discarding incorrect, incomplete, duplicate, or outdated datasets. It’s a vital practice among all businesses and can considerably enhance the effectiveness of data analysis, thus increasing the success of your marketing campaign. With dirty data, you’re likely spending more money on your marketing than needed, failing to generate as many leads as you could, and receiving inaccurate information about the customer. Here are the top ways data cleansing will enhance your data analysis and increase the ROI of your business’s marketing strategy.
1. Eliminate incorrect data. When a potential customer is prompted to provide their name, email, and other identifying factors, there is no way to ensure the information they provide is accurate. In fact, people often supply fake emails, phone numbers, and names simply to access a site or buy a product, while not subscribing to the email list of the company. However, this incorrect data will reduce the ROI of your marketing campaign, as you’ll be spending time and money sending email blasts to fake or incorrect email addresses, thus lowering your potential conversions. By eliminating all incorrect or incomplete datasets, you can reduce the spending on your marketing campaign, while increasing leads and conversions, resulting in better results from your data and an increased ROI.
2. Eliminate duplicate data. The same customer can appear in your system numerous times, and if the duplicates aren’t deleted, it will reduce the effectiveness of your marketing campaign. People often visit websites from a multitude of devices, use different emails, and even alternate between their maiden name and current last name, which can result in the same person’s info being logged numerous times. This will lead to inaccurate data analysis by making you think you have more prospective leads than you actually do. Cleaning up that data and eliminating duplicates will provide you with more accurate numbers of leads and conversions, as well as more accurate demographic information from your customers.
3. Gain an accurate view of your business. While a human could easily detect that Jerry Hartfield and Jery Hartfeild, each located at the same address, are clearly the same person, your computer database can’t. Thus, without cleansing your data, your data could indicate that you have more customers than you do, resulting in poor marketing decisions based on that data. By cleaning data regularly, you gain up-to-date records of all current customers and leads, allowing you to base marketing decisions on the most accurate information available.
4. Eliminate spamming. It’s simply bad practice to continue emailing customers that have unsubscribed from your email list. It will increase your marketing budget, while failing to generate more leads, and it will likely irritate the customer as well. Yet, with duplicate data, you risk continually emailing the same person, even after they’ve unsubscribed from your list. By cleaning up your data, you can eliminate duplicate information, which will provide you with accurate customer information, and allow you to avoid accidental spamming.
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.