by MarkC
21. April 2011 12:23
Many data cleansing projects are started after nothing has been done to keep data clean and up-to-date for many years and various problems have started to emerge, such as wasting money on marketing campaigns to people who have moved or are in the CRM database more than once. Even worse, complaints may have been received after sending marketing materials to the bereaved or phoning people registered with the telephone preference service.
A one-off data cleansing exercise will fix these problems, and by using our data8online data cleansing website you can start trusting your data again straight away. But what happens next?
Over time your data will start to decay again, as more records are added that duplicate existing records or that contain inaccurate address details, and people on your database will move house. Do you wait until the same problems start again, or do you start to be more pro-active about keeping your data up-to-date?
Contrary to what many people believe, it doesn't cost any more to clean your data every day than it does to do it every year. For services such as goneaway, mover and deceased identification, you are only charged for each record we identify as being out of date, so it comes to the same cost if you find one such record a day or all of them together at the end of the year.
Of course, you don't want to be extracting, cleaning and re-importing your data to and from your CRM system every day manually, so we offer a wide range of solutions that allow this to happen automatically overnight. You can get in touch with our technical team now to discuss what would work for you.
It's also much better if you can ensure that data is valid as it goes into your database. With real-time services such as postcode lookup and telephone number validation, you can speed up data entry and ensure each record is 100% accurate before it goes into your CRM system.