What exactly is data cleansing and validation and why is it so important?
All organisations hold large quantities of data enabling them to access
valuable customer insights, target prospects, meet compliance regulations
and understand a particular target sector. That’s why good businesses
thrive off reliable data and understand the importance of keeping it up to
date and in optimum condition.
But what happens when your data is stale and ineffective? Are you applying
the due diligence to make sure that your data keeps performing – and
improving – over time?
93% of global companies predict data issues following the Pandemic
We all know that personal and business information can quickly become
outdated. Changes to address and phone numbers, job roles and names can
change. Not least to say that offices are now working more remotely, and
you may find the usual channels to communicate with your clients and
prospects has now changed.
Depending on the size of your database, changes can be happening regularly.
This will render your data to become less effective over time – with costly
returned mail, increased email bounces and wasted telephone calls.
All this activity is a drain on your resource, your costs, and results in poor ROI.
Data cleansing is where the data that you hold is investigated. This means
that all data is regularly audited to make sure that performs to the best
of its ability. Best practice is to regularly apply a data cleansing and
validation process to weed out any out-of-date entries, check the telephone
and email addresses are still live and any duplicates removed. A thorough
‘scrub’ or ‘cleanse’ of data should also reformat the data making it
consistent and readable. And for those operating in a B2C market, we
strongly advise that you run your business data through the mortality
register as contacting persons that are deceased can be insensitive and
could do your brand or business more damage than good.
73% of businesses report that digital transformation has made them more reliable on data
With customer experience and data security cited as business priorities,
regular data is vital for any business that wants to perform at its best
and remain compliant. But for many organisations, they either lack the
skills and tools to do this correctly or it’s just something that they
don’t have time to do.
That’s where Controlaccount can help.
Data cleansing – How we can help make your data work better for you
Here at Controlaccount, we do not underestimate that value of reliable
data. We understand how not taking care of data properly can negatively
impact a business’ reputation as well as its bottom line.
We work with businesses that do not have the time to cleanse their own data
and deliver back to them their data in a formatted order, with names,
addresses, telephone, emails addresses checked, duplicates removed and a
screening against the mortality register. We can also enhance incomplete
data by our
data appending and enrichment
We often recommend starting your data validation and cleanse journey by a
simple, regular data audit - we recommend this happens as an automated
process every 28 days. From here we can see inaccuracies that might be
dragging your data down. We will work with you to understand the data that
will benefit your business and advise of ways in which the data can be
improved. There are many options available to a business to keep their data
in check – for some businesses this may be running an API directly into
their CRM or credit control databases, for others it may be a simple
monthly or quarterly cleanse to remove inaccuracies, duplicates, and dead
As with all Controlaccount services, we will find a solution that best suits your needs and budget.
For a consultation on how we can help your business manage, cleanse and
validate its data, call 01527 388388 or drop us an email