Data Cleansing – Its all about accurate data

Should I cleanse my data?

Why should data cleansing be conducted and which tools should you use?

Marketing professionals often ask these questions in our industry.

Furthermore, why dedicate any budget to an activity cannot be defined as revenue generating?

How important is data cleansing?

There is a constant need to improve marketing efficiency. As a result, an integral part of the mix is data. Through effective database management and the use of data cleansing tools and services, organisations are able to improve the return on investment from activity. Consequently they are also able to improve important factors such as customer satisfaction and loyalty.

The facts about data cleansing

To answer the question of why data cleansing should be completed, it is first important to understand the facts. Database’s are static and people are not. Because every month in the UK alone:

  • 500,000 people move house
  • 50,000 people pass away
  • 40,000 changed addresses by the Royal Mail
  • 20,000 people sign up to The Mailing Preference Service
  • 475,000 company and individual details change

Put all of these statistics together and you will discover that information on the average database decays at a rate of 20% a year as a result.

Therefore for a database of 100,000 records, within 6 months 10,000 will be incorrect. Data cleansing tools identify these individuals commonly referred to as movers, deceased and goneaways. Hence from a business data perspective database cleansing services identify businesses that have moved or ceased trading.