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Spring Clean Your Data: How to know if your data needs cleansing

 

How often does your business think about cleansing your customer databases?    

With it being spring in the UK, it means two things for businesses:

1. It is time to think about spring cleaning your business data

2. The General Data Protection Regulation (GDPR) is almost in effect

Using a Data Cleansing Service will help fix these business worries.

Data cleansing is the process of adding, removing or editing data to ensure that the data you hold is accurate and up to date. When businesses are using dirty data, they are potentially risking their business's reputation. It can threaten their business relationships and lead to wasted efforts and a loss of potential business, especially for marketers if they are not working with the correct contact information. 

Similarly, with GDPR currently being the talk of the marketing industry, having dirty, non-verified data can make your business not GDPR compliant, which is, therefore, exposing your business to potentially thousands of pounds in fines.

To help you avoid the impact dirty data can have on your business, we have put together five expert tips and tricks to let you know if your dirty data is telling you if it needs cleansing:

1. Is your data inconsistent?

If your data contains missing contact information or you are having issues with validity and accuracy, then this is most likely an indication that your data needs to be looked at by data cleansing professionals.

2. Increasing numbers of mail returned or being listed as spam

If you are creating email marketing campaigns that keep being listed as spam or you keep receiving mail returned emails, then this data could be telling you it is out of date.

3. Do you have confidence in your data?

When you purchased your data or data that you have been sitting on for a long time, are you confident that it is verified or verifiable? If the answer is no to this question, you should strongly consider cleansing this data to stay compliant for when GDPR comes into effect.

4. Usability of the data

Is your set of data easily understandable? Is the information on the database relevant to your day to day business, and can you quickly access it?

5. Value of your data

If your business is holding a set of data that is no longer needed or if it can potentially endanger people's safety privacy, your business can be eligible for breaching GDPR when it comes into effect.

However, it is essential to note that data quality metrics can be different for everyone. For example, they can vary depending on your job role. For instance, marketers would be more interested in email addresses, but data used at a call centre would require valid telephone numbers.

Get your free data audit

Fill in an enquiry form or email JEvans@jemmarketing.co.uk and quote 'free data audit', and a member of team JEM will be in touch shortly to discuss the setup of your data audit.

To find out more about how data cleansing can help your business and what data cleansing services we offer, please call us on 01933 271717 or visit our website here.

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