Personal data degrades far more quickly than most organisations realise, and once it starts to decay, the consequences can spread fast. Out‑of‑date information leads to failed communications, inaccurate reporting, poor customer experiences, and unnecessary operational costs. In short, old data becomes bad data, and bad data holds your business back. This guide explains why maintaining clean, accurate records is essential for efficiency, compliance, and long‑term growth, and how proactive data management can prevent avoidable problems.