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BEST PRACTICE: Spring clean your database

We reveal how to ensure your marketing data is clean and effective

An unforeseen outcome of the downturn in the economy is that companies are focusing far more extensively on marketing intelligence than they did in the benign ‘noughties'. Rather than being content to see increasing revenue levels as a primary objective, a greater understanding of customers is now being demanded.

This, in turn, has lead to much greater focus on the quality of data within their own systems. At the most basic level, auditing the fill rate, integrity and accuracy of data within the customer base is something that is now a core requirement within many corporates. Drilling down to separate business units, or sales teams, to identify particularly good data stewardship (or the opposite), can help companies to instil in employees the belief that data quality is everyone's responsibility, not just for the data marketing team.