Data cleansing or data cleaning (also known as data scrubbing) is a validation process that maintains the accuracy of your customer contact database as it naturally changes over time. It’s impossible to eliminate all inaccuracies that creep into your lists, however, you can achieve a high degree of confidence by implementing a reliable data cleansing strategy and process.
By cleaning your ‘dirty’ data, you can ensure you reach the right person at the correct address and therefore maximise the return on your marketing campaigns, improve customer satisfaction, and protect your organisation’s reputation.
In fact, 42% of business decision makers state their organisation has seen the negative impact of having incorrect data with almost 20% claiming they have lost customers as a direct result1.
A word about GDPR and data accuracy…
It’s worth noting that cleaning and verifying your contact data is not just about improving the return on investment of your campaigns: it’s also an essential business practice to ensure you remain compliant with the General Data Protection Regulation (GDPR).
GDPR is well known for its principles of data protection and privacy but not widely promoted is that it also covers data accuracy. Specifically, Article 5(1) of GDPR states that the personal data your organisation holds shall be “accurate” and “kept up to date“. Furthermore that “every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’).”
An organisation cannot consistently achieve 100% accuracy with the personal data it holds, however, you must be able to demonstrate for GDPR purposes that you have at least done your best to reach 100% accuracy!