Friday, 11 January 2013
The Importance of Data Cleansing for Your Organization’s Productivity
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With specialized software and tools, and a
dedicated team of experts, you can rest assured that your database can be
cleansed to ensure it is accurate, up-to-date, and relevant. During the process
of cleaning data, specialized tools are used to check entries for consistency
and accuracy, and verified as correct, altered, updated, or deleted. The
process also involves merging of multiple sets of data to ensure a seamless
business operation.
Today more than ever before, so much emphasis is
put on the quality of data that an organization uses. You cannot afford to have
redundant or obsolete information in the competitive business environment that
is characteristic of today. Staying on top of your business is vital for so
many reasons, and one way to do it is through data cleansing.
Is data
cleansing a do-it-yourself process?
Before looking at the main benefits of data
cleansing, it is important to mention that the process is better left to
experts. Unless you have the time to verify thousands of entries on your
database to be correct, no doubt you need to leave it to the experts who have
the time, tools and resources to do it. Generally, a reputable company will have an updated database of just
about every niche, demographic, age group, region or nation you wish to target.
During the data cleansing process, your database
will be matched with its exhaustive database to ensure that all entries in your
database are up-to-date and accurate. Of course you do not have a list of
millions of people across a specific demographic that you wish to target. Once
data matching is complete, the next process entails the actual
data cleaning process. This is where inaccurate and corrupt data is removed and
replaced by latest data of each and every entry on your database. Don’t be
surprised to have people who died several years ago still on your mailing
list.
Importance of
data cleansing
1. First and foremost, you will be able to maintain
a good reputation of your organization. If you have ever received a letter with
an incorrect mailing address, spelling mistake, or received the same letter two
or three times, you know just how annoying this is. Put yourself in your
consumer’s shoes and assume you are sending out information purportedly to the
correct mailing address. For one, you will be wasting a lot of your advertisement
money. Secondly, by annoying and irritating your target audience, you will end
up thwarting any opportunity of them doing business with you. Why? Because you
will have already created a negative first impression. Data cleaning will
ensure you get rid of any possible error in your database that is likely to
spoil your first impression.
2. Secondly, data cleansing will save you money and
time because it is a total waste of valuable resources working with incorrect
information. A very good example is when you have the same person on your
system with different versions of the same name. This means you will be sending
out similar information to the same person. Wouldn’t it be better to save
yourself some time and effort and send to different people the same information
than sending to one person the same information severally?
3. With the latest technological advancements, you
should be advised that redundant and corrupt data on your database can corrupt
and cripple the entire database. Rather than lose all the information that you
have and end up buying a mailing list, how about cleaning your existing
database and ensuring it is updated? Talk about killing two birds with a single
stone.
Conclusion
They say the first impression matters a lot. It
would be the gravest mistake to make referring to a potential client by a wrong
name several times just because the information you have on your database is
incorrect. This can be the worst marketing campaign ever in the world. Taking
your time to have your data cleansed by professionals means you will be
guaranteed of the perfect mailing list and a database that you can rely on for
all your future organization’s endeavours.
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