Research commissioned by Dun & Bradstreet revealed 46% of business decision makers don’t have the right technology to take advantage of their data1. This in effect hampers marketing managers from successfully doing their job, with 42% of organisations claiming they have suffered as a result of having inaccurate data. This has lead to 19% saying they have lost customers because of possessing incomplete or inaccurate information about them. Data is a company’s most valuable business asset, so check out these benefits of data cleansing with a cloud-based solution:
1. Helps you become GDPR compliant
Compliance is key for a Marketing Manager, and non-compliant data could lead to infringement of data protection laws. According to Egress, 52% of UK companies are still not fully compliant with the GDPR2. A further 37% have had to report and incident to the ICO, and out of that number 17% have had to do so multiple times.
Figures from The Times reveal fines totalling almost £100 million have been levied across Europe since May 20183. France was the worst offender, incurring fines of just over €51 million. Germany followed with €24.5 million, and Austria with €18 million.
Cleaning your data regularly will help your business with compliance. Checking your records against the Mailing and Telephone Preference Services (MPS and TPS) will enable you to remove any non-compliant records from the your database.
2. Improves decision-making & increases productivity
Studies show that data-driven organisations are 23 times more likely to acquire customers and six times as likely to retain them4. Additionally, they are 19 times more likely to profit from data-driven analytics. Becoming more data-driven and having clean data will help improve decision-making, thus improving campaigns. This can ultimately have a positive impact on the customer experience and subsequently business performance.
Data cleansing via a cloud solution will also increase your businesses productivity, as the long hours dedicated to complex installed solutions will be eradicated by the seamless cloud experience. An Office 365 study revealed that 79% of respondents experienced increased employee productivity as a result of using a cloud approach5. This will subsequently enable the marketing department to better utilise their time.
3. Simple to use
73% of respondents to a survey listed lack of resources and expertise as a challenge when it comes to cloud computing6. In fact, 27% claimed it was a significant challenge. Despite many IT workers taking the necessary steps to increase their cloud computing skills, a proportion of employers still find it difficult to find workers with the requisite expertise.
Hopewiser’s simple-to-use Cloud Address Cleanse tool is the perfect solution for customer data problems, and will have you up and running within minutes. It comes complete with a fast, user-friendly wizard as well as helpful tips to guide you through the process. This makes it useful and effective even for those lacking cloud computing skills.
4. Maximise ROI
Only 50% of B2B marketers are confident in the quality of their data7. Not only does bad data pose risks to businesses in terms of compliance, but efficiency is also hindered with added mailing costs and time taken to manually correct errors. If you’re looking for ways to save on your marketing spend, data cleansing in the Cloud will automatically remove any duplicate, deceased, and goneaway records. This avoids wasted expenditure, thus helping you maximise ROI.
5. Maintains brand image & customer relations
Maintaining a company’s brand image through strong customer relationships is a key goal of a Marketing Manager. However, poor quality data can prevent you from achieving this. In 2016, British Gas sent a £780 bill to a woman six months after she had died8. Not only was this extremely upsetting for her son who received the bill, but it also provided maximum embarrassment for British Gas. This incident won’t have done their brand image or customer relations any favours.
Keeping on top of your customer and prospect data will help avoid any mishaps and negative connotations being associated with your brand. There are various data quality solutions to help you see how many defects there are in your database, such as checking your records against various data sources. This in turn will help you achieve a clear view of your marketing data.
For more information on Hopewiser’s data cleansing solutions, please register for our online services today:
1 Data strategies needed to future-proof business (DataIQ 2nd July 2019)
2 More than half of UK businesses still aren’t GDPR compliant (ITProPortal 11th September 2019)
3 European fines for breaches of data protection hit £100m, law firm DLA Piper finds (The Times 20th January 2020)
4 How Business Analytics Can Influence Decision Making (MyBusiness 8th April 2019)
5 Trend Report: Why Businesses are Moving to the Cloud (Office 22nd May 2017)
6 Top 10 Cloud Computing Challenges (Datamation 2nd August 2018)
7 Only 50% of B2B marketers confident in data quality (B2B Marketing 18th September 2018)
8 Grieving son’s brilliant ‘Monty Python’ response after British Gas sent £780 bill to his dead mother (Mirror 30th March 2016)
, updated 29th April 2021.