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3 Simple Steps to Effective Data Cleaning

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02 Jan 2021

Background information

In her article that was published to Business 2 Community more than four years ago, Suzanne Stock revealed that B2B database is one of the valuable assets that your company has. With correct data, your business will be in position to make interaction with the right group of audience. This will help in taking marketing campaigns to the next level thereby facilitating the growth of your business. Consequently, if you fail to put in place measures that will nurture as well as see the expansion of your database, it could be your biggest nightmare. For this reason, cleaning your marketing data is something that must be done to increase the credibility of your data.

One thing that will ensure that you have a clean that’ll strengthen your sales revenue chain is data cleansing. To understand how data cleaning works, it’s important to outline the difference that separate clean data from dirty data. It must be remembered that dirty has various features, including being inaccurate as well as fraudulent obtained. Clean data on the other hand has everything that will enable your business to take a recovery path. If you want to improve the accuracy of your data, then data cleaning is the way to go. For better understanding, data cleaning also known as data cleansing is the process that involves reviewing your database to ensure it has the best quality data.

It’s advisable to frequently conduct data cleansing procedures to prevent your business from encountering low sales revenue chain. Businesses with inaccurate are most likely going to suffer from low response rates as well as poor implementation of marketing campaigns. All these will have a detrimental. Let’s turn our focus and look at three steps you can employ to succinctly clean your B2B database.

1. Remove your dead leads

It’s important to realize that B2B data fades more quickly something that begins as soon as it’s collected. According to experts your data will decay at an annual rate of 35 percent. There are plenty of reasons that make data to lose relevance at a faster rate. One, people change roles that include leaving their working place. Secondly, entities can shut down operations or relocate to other premises. Even though these are normal happenings, they’ll have a greater impact on the accuracy of your data. Sending message to dead leads to greater extent will hurt your marketing campaigns. More essentially, this aspect will waste both your energy and resources.

In addition, dead leads have a tendency of lowering ROI, which means that your return on investment is going to suffer setbacks. Having dead leads means that your chances for coming up with credible email campaigns will be jeopardized. Apart from experiencing more bounces, there is likelihood that you’ll record lower open rates together with lower click-through rates. To solve the menace of dead leads, you can use suppression files that have proved more reliable in terms of identifying any leads that are no longer useful. It has the ability of cross-checking your database against a national database record that which is usually updated on continuous basis. With this process you’ll be in position to identify entries that need to be deleted.

2. Check legal compliance

There scores of guidelines that are meant to protect personal data. It’s worth stating that most of these rules vary from one country to another. In particular, the United Kingdom is on the lead as far as Data Protection Regulations are concerned. For example, there’s PECR that gained prominence more than a decade ago. At the point of its enactment, the PECR was expected to cover direct marketing that takes place via different devices such as phone, fax, email, text and others.

The essence of these rules was to ensure the correct data is being used. Among the specific applications for PECR included limiting telemarketing campaigns to people that are not listed on the Telephone Preference Service. Going against these rules could see you get slapped with a fine of not less than £500000. The enactment of GDPR which proposes £20 million for the same seemed to have taken most business with much surprise.

3. Remove duplicates and correct inaccuracies

When compared to other methods of data cleansing, this method is slightly easy to follow. On the negative side, using this technique can be time-consuming depending on the amount of data involved as well as the number of changes that you want to make. Removing data duplication is a noble idea since it will solve challenges emanating from sending one message to one person multiple times. In the event that this happens, it will be costly to your business besides making your business to look confused. Any time you’ve one of each data record, it’s advisable to go through them while correcting any error. Things that you’re expected to correct include grammar and spelling mistakes, filling in gaps together with ensuring that your record data is consistent. Making these changes will ensure that what you have will work for the prosperity of your business organization.

Summary

Clearly, data cleaning will come with several benefits to your organizations, including increasing sales chain revenue in the longest run. The process data cleansing is the best way of solving the challenges of duplication and improves accuracy. Also, it is one process that will increase your response and this will improve your marketing campaigns. With the correct data, there are higher chances that you’re going to spend less in sending mails to your target audience. Not to say nothing of the power to double your marketing efforts because the message will go to the right targets. In like manner, cleansing your data will ensure that what you have is both ethically and legally acceptable. Above all, cleaning your B2B database more frequently will ensure that it remains the precious asset to your business. This is vital because it will enable your business to generate more revenue.

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