How to Conduct a Data Quality Check That Boosts Campaign Performance

If you read the recent post on the ReachForce blog about how a data quality health check can revolutionize your marketing strategy, then you know maintaining clean, quality data is an absolute “must” for your business.

But, you’re probably wondering how exactly to conduct an audit of your own data management solution to ensure you are making marketing decisions based on real, valuable insights about your audience. 

A stethoscope laying on a sheet of paper with a graph.

A data quality health check is the first step in boosting campaign performance. Here are the steps you need to take to conduct data quality testing of your own:

#1. Establish What “Healthy” Looks Like

It’s impossible to evaluate the quality of information in your data management solution without first setting parameters for success. Data quality metrics play a key role in making that happen. Before conducting an audit, marketers should determine the right metrics in areas like:

  • Data Completeness. Are there gaping holes in the consistency of your data?
  • Standardization. Is the data formatted in a uniform fashion?
  • Reliability/Accuracy. Are you working with clean, high-quality data?
  • Usability. Does the data you collect actually add value to your business?
  • Accessibility. Does your data management solution make it easy to access data?

Each of those categories should have corresponding metrics for success. In “Data Completeness” for example, you might aim for 85 percent of profiles to have an email address. For “Reliability/Accuracy,” you may aim for an email bounce rate of less than 12 percent.

With those metrics in place, you’re ready to conduct the actual audit:

#2. Audit Your Baseline

Depending on the volume of data you have, a manual audit of your data will likely be too time-consuming (or even impossible). Luckily, there are a number of data health check solutions on the market today that can help you conduct an audit of your existing baseline of data. 

ReachForce SmartSuite is a data management solution with health checks built directly into the platform. New SmartSuite users benefit from an automated data cleanse at the start of using the platform, followed by routine, automated data verifications to ensure data quality remains high. That initial cleanse allows you to measure the current state of your data in relation to the metrics you established, which you can then use to assess issues with how you currently collect data:

#3. Assess Your Data Collection Processes

Any number of different factors can compromise inbound data sources. Whether it’s the mechanism you’re using to capture lead information, the positioning of lead capture forms within your website, or even the amount of data you request from your audience, it’s important to address why your data sources aren’t collecting the highest-quality data. From there, you can make adjustments to fix the problem.

Man typing on a desktop computer.

#4. Clean and Standardize Your Data

Once you know where the problems lie, your data quality health check transitions to a repair stage. Again, a manual fix may be next-to-impossible. Luckily, ReachForce SmartSuite helps here, too. SmartSuite continuously de-dupes, standardizes, corrects, and verifies your data to ensure you’re always working with the most accurate and up-to-date insights to boost campaign performance.

#5. Put It To the Test

With the audit complete, it’s time to put your work to the test. Go back and measure the information in your data management solution against the metrics you established in the first step. Then, run your first campaign based on the new, clean, high-quality data. 

How did the campaign perform versus previous campaigns based on old data sets?

To learn more about how ReachForce SmartSuite can help you optimize lead generation and improve your impact on revenue:

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