Aug
26
2013

4 steps to help improve marketing data quality

Today’s marketer relies on data more than ever before for sophisticated segmentation and messaging. Unfortunately, many marketers currently struggle with their data quality, which inhibits analytics and business intelligence.

There are 4 steps marketers can take to clean data and create a data quality strategy.

Step 1: Admit you have data quality problem

It’s important to acknowledge that data quality is an ongoing process. During this stage it is key to analyze all the different channels through which data is received across the organization such as the call center, website and other points of data collection. Marketers should ask themselves: Does the call center verify data for accuracy? Are lists from vendors screened for inaccuracy? Are web inquiries checked upon entry?

Step 2: Perform a database health checkup

The next step is to understand the current health of your database. Marketers should review what types of data are most important to each department and what areas are prone to bad data. Organizations should consider the information they utilize most and the consequences of inaccurate data.

Step 3: Understand your business needs

During step 3, analyze how data quality can align with organizational priorities and initiatives. Assess opportunities to apply quick fixes that will make a large organizational impact. Then review larger initiatives that should be rolled out over time and ensure those projects align with other business priorities.

Step 4: Ensure standardized data

Once you’ve identified the part of your database in need of help, you will want to determine standards for clean data. Determine what data governance guidelines should be followed during the data entry process. These requirements should include details around abbreviations, spelling and capitalization. In addition, consider what steps should be put into place to verify data and to flag suspicious information.

Now that you’ve learned the basics, attend a webinar presentation to explorebest practices for cultivating a healthy, powerful database. Learn about the challenges of maintaining data quality and tips to overcome common obstacles. The session features Michael Farrington, RingLead Chief Product Officer and Salesforce MVP, alongside Jesse Peterson, Salesforce.com Partner Manager at Experian QAS. Click here to register.


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