Data Cleansing: An Important Business Process to Unlock Greater ROI

Data, today, is the business and has everything needed to smoothly run one. Organizations regardless if they are big or small, old or new, B2B or B2C acknowledge the fact that a strong database isn’t a reference material, but an asset that translates directly to success.

Whether a marketing agency is working to provide customized services to its clients, an organization is working to maximize its ROI, or a mail/print house is looking to provide cost-effective offerings to its customers, data is improving marketing across the brand irrespective of the industries or verticals they deal with.

However, data in its raw form is of no use for businesses—you must have realized that an unorganized, unprocessed data set is less than helpful if you’ve ever interacted with raw data on any scale. Since the organization’s data is collected from different sources, it often has invalid, incomplete, inconsistent, and duplicated records. All such erroneous content must be removed from the data to make it analysis-ready. This is where data cleanup comes into the picture and becomes an important business function.

Why Does Data Cleanup Matter?

If data is an integral part of your organization, we hope data cleaning is an integral part of your data strategy.

Accurate and quality data is the essential foundation of every business. Unlocking and deriving value from data is becoming increasingly important for companies to strive, let alone thrive. And, to be assured that the data set is of the highest possible quality, you need to get rid of the irrelevant, corrupted, duplicate, and missing entries as well as other data errors. All this can be achieved via professional data hygiene services.

Data cleaning is a vital aspect of the entire data management process. As the name suggests, it is the process of removing errors and irrelevant content from the datasets. It also involves fixing and filling the missing entries, and duplicated or incorrect data. So, if you look forward to building a data- centric culture in the organization, data hygiene is one important aspect that cannot be ignored.

Take, for instance, your database that has email ids that are no longer valid and missing phone numbers. Is this information of any use? Obviously, no! This is where data cleaning & enrichment comes to the rescue! Cleaning data at regular intervals helps in rectifying all the inaccurate information, leaving behind only the highest quality information.

How do Businesses Get the Advantage?

Having access to clean and standardized data helps business leaders in wonderful ways as discussed here:

Amplify Email Marketing Efforts

Companies must not avoid data cleansing practices if email marketing is a part of their overall marketing strategy. For example, your customer has changed his/her email id due to a job change of which you are unaware. And, when your sales executive sends emails to any such accounts, there is no response and this leads to a waste of marketing efforts.

But with an effective data cleanup process in place, stakeholders can easily identify inactive email ids, eradicate duplicate entries, pick out cold leads, and replace the existing ones with correct information. Once the database and email list are clean and updated, businesses can be assured that their emails are reaching out to the actual people. As a result, the email deliver ability rates get better gradually and improve sales.

Greater Customer Acquisition Rate

For companies that are keen on improving their customer acquisition efforts, data cleaning is one sure-shot way as it involves validating contacts, filtering records, completing missing data, and removing duplicate entries. This provides management with an efficient customer list having accurate information. No less than a golden opportunity, businesses can roll out strategic marketing initiatives, communicate with their potential customers effectively, and chalk out the best tactics to engage with them; thus, improving their customer acquisition rates.

Strategic Decision-Making

For any business, the basis of effective decision-making lies in its data quality. As companies today generate massive volumes of data, errors, and inaccuracies in them are normal. But if the organization fails to prioritize the data quality management process, it shall result in poor decision-making. On the other hand, clean and accurate data acts as a catalyst for better business intelligence and better analytics.

Target the Right Audience

Ensuring that you target the right audience is another important reason why companies must prioritize the data cleanup process. Given the highly volatile nature of the markets, customer habits do not stick for long as well as change now and then. This implies that all the previous data stored might be irrelevant now. Hence, keeping the data relevant using data cleaning practices is the key to ensuring that you know the customer preferences and cater to their requirements.

Summing Up

Moving ahead, clean and enriched data holds tremendous opportunities for businesses to make their mark in the industry and expand paradigms. Especially, when the need for high-quality data is constantly increasing, data hygiene practices cannot be ignored and must be given utmost priority.

To stay relevant in this dynamic market and unlock data insights, relying on top-notch B2B data cleansing services is the best solution to enhance a company’s bottom line. The professionals are already equipped with the latest tools and technologies to perform such tasks. They not only offer up-to-date data at easy disposal but also help stakeholders to make the most out of it.