What's data got to do with it? A view on how data cleansing is more than just being clean & sparkly

The author covers most of the reasons for having a data cleansing programme, wrong delivery of items wasting of marketing spend etc.

However the idea of ‘data quality’ these days is not just about having correct information, it is also having the ability to reach customers across a variety of media. Increasingly companies are moving to multi-channel communication strategies.

To put it simply, a package is sent off for delivery so the address needs to be correct, the driver then wants a landline or mobile number to ring to confirm a delivery time and finally an email needs to be sent as part of the customer care package.

It is now possible to score your data to identify where data is missing and then add any missing information or correcting any incorrect data. Upload your data to see how well your database scores. The Data Quality Report score looks at how many channels you have to communicate with and scores your database out of 100.Increasing the information you hold will improve the chances of being able to communicate using all these avenues, the caveat being that the data is correct.

The long term benefit is that once a score has been established, it is possible to measure the data on a regular basis to see how it is improving, all at no cost so it can be done quarterly. Running a Data Quality Report consistently, not only will help identify areas where any new data is not being captured correctly but it will also improve your multi-channel marketing efforts. The result being better data, better customer engagement, and ultimately better ROI.

To see samples of a Data Quality Report that you can receive, click here