Your database is one of the most valuable assets you have as a company, and you should respect it thoroughly. The records that you hold in your database allow you to connect with the right people, at the right time via the right channel. It’s the backbone of your sales and marketing efforts and will drive your success rates. However, you must maintain and nurture it effectively, treating it with respect. It’s essential to clean your marketing data regularly and ensure you have an up-to-date database.
Data cleansing, also known as data cleaning or data scrubbing, is the process is reviewing your database and making sure it’s of the highest quality you can. The definition from Business Dictionary:
“Data cleaning is the correction or removal of erroneous (dirty) caused by contradictions, disparities, keying mistakes, missing bits etc. It also includes validation of the changes made and may require normalisation.”