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data by discarding incorrect, incomplete, duplicate, or outdated datasets.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 theeffectiveness 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.
Article From: reachforce.com
