Performing data quality checks every quarter or so is essential to ensure you're working from an accurate dataset. Dirty data can lead to a lot of issues for your sales and marketing teams, and you don't ever want inaccurate or out-of-date data to cause unrest with your audience. For example, inaccurate data can lead to the wrong emails, calls, or postcards being sent out to the wrong leads and customers, confusing your audience and leaving them with a poor impression of your business.
This is why data quality, and regular data cleansing, is so important. To learn more about data cleansing best practices, here are a few dos and don'ts to keep up with clean data.
DO create a plan.
As you may have noticed, everything with your data starts with a plan. Depending on how much data your company is accruing each month, create a plan for how often you need to do a data quality check and dedicate time to data cleaning. Plan for who on your team is responsible for data cleaning, how they will manage that, and which tools to use to get the job done.
DON'T leave duplicate data in the system.
Duplicate data can be extremely harmful to your business and your processes, so it's important that you don't leave any of this in your CRM or data management system. Duplicate data can be created by the same person opting in to different forms or offers, accidentally recreating accounts on your website. It's important to keep this in mind when cleaning your data.
DO ensure accuracy.
When you're going through your data, be sure that everything appears accurate at first glance. This means doublechecking that the correct information is in the correct corresponding fields. You will likely want to use software that can ensure the accuracy of the actual data, flagging any discrepancies in contact information.
DON'T choose a data management software without research.
Finding the perfect data management software for your business is crucial. With so many options, it may seem overwhelming to know where to start. However, finding data management software that can actually handle a good bit of your data cleansing for you is a great place to start, especially if your business handles a lot of customer data. This way you know that your data is clean nearly 100 percent of the time because your software is automatically updating and keeping an eye on all incoming information.
DO communicate with your team.
If there is one person or a team of people who are assigned to data quality checks, be sure to stay in communication with them about any recurring issues. For example, you may discover that your initial opt-in form data is populating the wrong fields in your data management software. If that is the case, you'd need to revisit that integration.
DON'T forget to protect your data.
Data protection is key. Especially with the EU's GDPR (General Data Protection Regulation) and many other countries and nations likely to follow suit, ensuring that your customer data is protected and properly used is crucial. Follow all applicable regulations for collecting and storing data, make sure your leads and customers know how their data is being used, and ensure security so that no third party can gain access to your data.
If you have any other questions about your data and how clean it is, request a Free Health Assessment today!