Why the success of a company depends on clean data

If you don’t address data quality problems, which are frequently the result of first-line, daily operations, they will eventually hurt your bottom line. Because of this, marketers must make sure that their procedures for gathering, analyzing, and activating data are optimized from the beginning.

Pritchard offers marketing companies the following data quality tactics to address these issues.

Create a data quality report

Making a data quality report is one of the first tasks marketing teams should focus on when cleaning up their data. Pritchard gave the example of a report template that his team had developed for a client, which lists numerous possible reporting problems, such as duplicate customers, home address changes, and profiles that should be suppressed.

Pritchard stated, “[Reporting] isn’t some routine task that might save you $10 or $15 every now and then.” Instead, by monitoring difficulties as they emerge, documenting these data concerns will assist guarantee the long-term marketing success of your company.

Perform an evaluation of the data quality.

Pritchard stated, “I would [next] advise doing a data quality audit. That implies evaluating the quality of your data in relation to weighted aspects.

Evaluations of data quality can assist in figuring out how well your information compares to the dimensions of high-quality data, which are weighed based on how significant they are to your company. These may consist of:

• Accuracy.
• Completeness.
• Consistency.
• Timeliness.
• Validity.
• Uniqueness.

Clients are scored on a scale from zero to 100 using Pritchard’s team’s assessment, however brands are free to use any scale they like as long as it is consistent. After finishing, your team—typically middle managers—can identify the project’s strong and weak points, which will guide the future course of the marketing plan.

Boost data quality by implementing improvements and hygiene measures.

Marketers ought to concentrate on fixing the mistakes using hygienic measures once they have identified data problems through quality evaluation and reports.

According to Pritchard, “if you compare your marketing campaigns to darts, you want those darts to hit the board, which is the marketing campaign being effective.”

“Data hygiene would be increasing that dart’s accuracy,” he continued.

The verification, suppression, and deduplication problems found in your evaluations and reports are addressed by data hygiene. By focusing efforts solely on accounts that can be taken action on, your team can save money by eliminating duplicate, suppressed, and inactive accounts.

However, data hygiene isn’t sufficient on its own to guarantee organizational success. Pritchett thus exhorts brands to implement data enhancement initiatives as well.

Customers’ extra first-party data, including phone numbers, emails, and addresses, are requested during this step in order to provide your brand with more context and improve communication with them across various channels.

He explained, “To use our dart analogy, enhancement gives you more darts to throw.” “If you throw 100 darts instead of three, you’ll have a much better chance [of hitting the bullseye].”

By focusing on actionable leads, data hygiene and enhancement initiatives can save costs and resources and promote greater organizational performance.