Why is Data Hygiene So Important?
Data Hygiene is an important part of B2B marketing as the difference between having good data hygiene and bad data hygiene could make or break a marketing campaign.
Data Hygiene is measured by how “clean” your data is. This depends on how many of your data records are correct and usable in a marketing campaign. A number of factors can affect this such as if the contact still works at the company, if the company has been dissolved or in the case of direct mail, has the company changed address.
Having a database of fresh and up to date contacts means that you will receive an increase in responses which will lead to having more clients giving you an improved return on investment where as having an out of date database will result in a high percentage of bounce backs which could potentially lead to your business missing out on potential clients and sales.
Incorrect records affect your data cleanliness and therefore will lower your data hygiene. This causes your marketing database to become ineffective and, in some cases, unusable. Sending out marketing campaigns to these contacts is wasting resources, time and money which could be better spent elsewhere.
There are multiple ways of cleaning a database such as manual cleaning which requires someone to go through and verify each record in the database manually. This can be time consuming and is an ineffective method of ensuring good data hygiene. This will also be expensive if it is done internally as it requires the member of staff to be trained. This is not a fast process as this member of staff will need to spend time updating and researching the contacts/companies. The amount of time and the resources needed to do this could be better used in other aspects of your business which is more effective to outsource the data cleanse and why we recommend our data cleansing service.
Another method of ensuring that you have good data hygiene is an electronic data cleanse. A data cleanse is where you look through a pre-existing database and remove any incorrect or any unnecessary data which could be damaging your data hygiene such as irregularities, data which is stored incorrectly or any outdated data. This data should be avoided in order to ensure that your database is up to date and to guarantee you better results from your marketing campaigns.
Here at BDP we offer a data cleansing service which can help bring your database back up to date giving you greater potential for your marketing campaigns.
BDP’s data cleansing services begin with a complimentary assessment of your existing data and then from there we will provide you with a quotation for updating these contacts. We will update the relevant records, fill in any gaps in existing records, remove any duplicate records and then recommend any additional records which can help you with your marketing campaigns.
Kick start your year with a set of up to date business data and become a part of companies’ strategies for the upcoming year.
If you have any questions, contact us today on the number above or fill in our contact request form in order to request a call back from a member of our team.