Big data is on the minds of a lot of businesses. It's widely touted as the secret to marketing, providing businesses with an inside look into their customer base, while gaining a complete view of the customer. However, many businesses are relying on dirty data, which is giving them an inaccurate view of the customer and informing poor marketing decisions. With routine data cleansing, you can improve the quality of your data and gain better insights as a result.
What Is Data Cleansing?
Data cleansing is the process of cleaning out a database to ensure only the highest quality of data remains. Over time, the database becomes bogged down with useless datasets, such as data that's incorrect, duplicated, and outdated. With routine data cleansing, you can rid your database of these useless datasets, so your data analysis focuses only on the most current and relevant information.
Why Is Data Cleansing Important?
When a database collects inaccurate or outdated data, the data no longer provides the same use to marketers. Since incorrect data is included in analysis, any insights will likewise be incorrect, which will result in a less efficient and costlier marketing campaign. Dirty data can actually cost a company a lot of money over the years, and by postponing data cleansing, you're only making the process costlier and time-consuming. With routine data scrubbing, marketers can keep all of their data relevant, which will significantly improve the accuracy of insights.
How to Keep Your Database Clean
You need to create a strict routine for your business, so that your database is scrubbed on a regular base. The frequency with which you clean your data should depend on your individual business. Larger businesses collect data at a much faster rate and will have to clean their data more regularly. Additionally, consider if dirty data is costing your company more money in poor insights than the money it would cost to cleanse the database. By cleaning data too frequently, you may actually be wasting money.
The most efficient way to conquer data cleansing is by utilizing a data scrubbing tool. Data scrubbing tools rely on algorithms that can identify incorrect or duplicate datasets based on certain triggers that you program into the tool. The tools can correct specific mistakes, such as attaching zip codes to addresses or identifying duplicate records. Not only will a data scrubbing tool save you time, but it will also eliminate human error, so your data cleansing will be more meticulous.
Big data is critical to your marketing campaign, but it will only be useful if you're leveraging the data to its fullest capacity. By neglecting to cleanse data regularly, you're decreasing the quality of your data, which in turn, is leading to low-quality insights and low ROI. Marketing automation software is an effective tool for managing big data, which will make it easier to stay on top of data cleansing. With marketing automation, you can enhance your data analysis, allowing you to fully optimize your marketing campaign and fuel lead generation.
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