Data Cleansing

At High Reach Marketing our data management team know that clean data is absolutely critical to many direct marketing campaigns. If, for example, the database has not been updated for a while it is likely that some of the information stored is now inaccurate - phone numbers have changed, email addresses changed, personnel changed, left or moved.

The point of data cleansing (or data scrubbing) is to ensure that the data contained within the database is correct, so that time and valuable marketing funding is not wasted.

Does your database contain data which is time-dependent (such as contact names and addresses)? If so - does it get checked and updated?

Does it retrieve consistently and accurately?

Does it (and/or related databases) hold similar sorts of information in the same way?

Do you have house rules for data entry (for example, standardisation of abbreviations or capitalisation)?

During data cleansing, records are checked for accuracy and consistency, and either corrected, or deleted as necessary. Data cleansing can occur within a single set of records, or between multiple sets of data which need to be merged, or which will work together. Database accuracy, particularly if you have consumer data erodes very quickly.

Regular data cleansing will not only protect this valuable asset but will also help you to ensure compliance, and as data protection legislation requires that data held is both current and accurate, this is a cost-effective method of maintaining your data integrity.

For further details, contact High Reach Marketing either by calling 01284 704905 or 01284 717184