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Importance of data cleansing

Good data is crucial to ensuring the success of every other area of your marketing automation strategy. Let’s say you invest heavily in the production of marketing materials that are mapped according to the buyer’s journey. These look fantastic, but engagement rates are staggeringly low – why?

Perhaps the content is only pertinent for Operations Managers yet is being distributed to prospects at all levels of a company. Perhaps data is incomplete, misspelt and messy, resulting in unprofessional and clearly-automated emails. Or perhaps it’s because a large chunk of the emails in your database are incorrect or no longer valid. Maybe it’s all three. Welcome to the world of marketing automation with poor quality data.

These days, data drives revenue for a company. Businesses that regularly maintain their database achieve 66% higher conversions to revenue than those who don’t (Sirius Decisions), as well as seven times the number of enquiries and four times the number of leads (Eloqua).

The growth of marketing automation adoption means regular database cleansing is now a necessity for maintaining competitive parity. With this in mind, we’d like to offer some of our best practice tips for data optimisation.

Employ somebody to look after your database

Data-driven marketing with marketing automation has the ability to actively nurture thousands of prospects with information that is relevant to their specific predicament. Providing your data is clean and accurate, even SMBs with limited resources have the ability to drive business growth by providing the right information to the right prospects at the right time. It’s crucial, therefore, that businesses have at least one person in their organisation responsible for database management and maintenance. This is every bit as important as investing in content production and should be prioritised accordingly.

Analyse out of offices and automated responses

Data changes all the time. Even the most meticulously constructed database can be out of date in a matter of days. This information is often relayed via automated email responders that not only explain the predicament but regularly provide the contact details of the new person responsible for the role. By monitoring these responses, you can update your database quickly and ensure your contact info is as up-to-date as possible.

Create a ‘holding list’

So you’ve seen a white paper you’re keen to read. You have five minutes left of your lunch break and you want to download it quickly. This results in you sloppily completing the questions that you must complete to gain access. Shortly afterwards, you receive an email addressing you as MR sMIth and discussing your employment at wRk.

Doesn’t look too good, does it? It looks, at best, automated and sloppy. That’s why we advise that all inbound generated leads should firstly go to a holding list that’s checked on a daily basis. Here, you can correct any misspellings or inaccuracies and ensure that your future correspondence looks as professional as possible.

Stay up to date with new technology

Big data and analytics are crucial to the future of marketing. Marketing automation cannot thrive without these and with adoption of the technology soaring it goes without saying that new data technology will also come thick and fast. Whether it’s tools for de-duplication, cleansing or general maintenance, it’s best to keep up to date with the latest trends and invest wisely in order to optimise your database performance for years to come.

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