Taming the Data Diva
Is data like the genes we were born with? We know it’s important and we all have it, but do we really understand how it works? Striving for those perfect returns, we create stunning and strong marketing campaigns that we just know will change the world, if only our customers saw them.
The reality is that the make-up of our data determines the outcome of every project, so the importance of data must be understood in order to use it to its full potential. If your data has gone bad then so too, will your beautiful campaign. However, unlike our genes, we have the capacity to alter our data, those basic and fundamental information files. Firstly, quality is better than quantity. Secondly, you have to understand the needs of data. Master the details of great data care and reap the rewards in the form of that often elusive increased ROI.
Why?
The Operational costs of working from bad records are immense, this is why you cannot underestimate the importance of data. If you have a budget to acquire lead data, then consider the cost-effectiveness of maintaining the integrity of your own database verses buying data of unknown quality.
How?
Audit and clean, continuously. Once your database is manageable it is easier to maintain. Follow the best practice techniques below:
1. Communication
Listen when your data talks to you. If an email address hasn’t registered an open for 6 months or more, consider removing it from your database.
2. Standardisation
Review the structure of your database. Why do you enter data the way you do? Form some rules for data entry and then create a DES (Data Entry System) document for everyone to follow. For example, mobile numbers and land line numbers require separate columns so an SMS campaign can be easily actioned.
3. De-Duplication
Ensure this is handled at the point of data entry by looking for matches. Also run a data cleansing process once a month to catch any duplicates which may have slipped through with any changes in any of the data fields.
4. Capture and hygiene
As soon as a new data record reaches your database, immediately append to it any other relevant information from other sources. This enables you to build up a profile of your customer.
5. Append
Regularly append your entire database through an appending service provider. Not only will this ensure that your own data is up to date; it can also provide you with new contacts within companies where you already have at least one contact.
6. Regular maintenance
From the very second it is entered, data begins a process of degradation. Remember, things change: people change jobs; people create and use new email addresses; duplicate files are created as postal addresses change and so on.
You need to consider your data as a high maintenance diva. Pamper to its every whim and then sit back and enjoy the show!
