One mistake that companies make far too often is that they allow duplicate data to make its way into their data management system because they don't realize just how detrimental it can be to their overall data quality. Duplicate data, or data that repeats itself within a set or data management platform, can create serious issues when you're creating automations, looking up buying patterns, or putting together a target audience.
Learn more about how duplicate data happens, why it's bad for your business, and how you can work to keep repeat data from getting into your database.
What Is Duplicate Data?
Duplicate data is created when the same information is somehow input as two separate entries; if there are enough repeat entries, it can seriously dirty up your data. This can happen when customer data is gathered through multiple avenues, like landing pages, webinar signups, form submissions, and other sources. Many marketing lists end up with duplicate records easily, so it's essential that your company create processes to counteract that, or regularly clean up your CRM or data management software to reduce the number of duplicates found.
Why Is Duplicate Data Bad For Your Business?
There are many ways that duplicate data can be harmful to your business.
First of all, many CRMs or email marketing services work around a pricing structure based on the number of records you have stored. If you're not regularly doing any data cleaning to ensure duplicate records and other inaccurate data do not exist, you could be massively overpaying for your marketing software.
This means it also could be inflating your numbers and skewing your stats. Your open rates are immediately inaccurate, which could also lead to inaccurate clickthrough rates, bounce rates, and more. Furthermore, if you have duplicate data, your company could inadvertently send duplicate campaigns. Each duplicate entry might receive the same email from your business more than once, causing distrust and irritation toward your brand.
You don't want any of that to happen. It hurts customer opinion of your business. It hurts your marketing data quality. It hurts your marketing budget. It's bad for your business.
How Do You Prevent Duplicate Data?
To ensure that you aren't suffering from duplicate records in your database, there are certain measures you can take. This way you can improve your data quality and keep inaccuracies from affecting your reporting and customer service.
First, set up processes that will simply update existing data if a lead is opting into another offer or a customer is making another purchase. This way automated submissions won't negatively impact your data. Next, use an app that will alert your team to duplicates if they're manually inputting a new entry that already exists. This allows them to go to that record and simply update it with any new information instead. Lastly, make sure that you're using a data management software that regularly checks your data for duplicates and cleans it to ensure you have clean, quality, and reliable data with which to work.
Looking for more information on a data management system that will work for your business? Request a free demo today.