Everyone is talking about fake news–there are entire websites dedicated to debunking it. But did you know that you could be dealing with something just as bad? FAKE DATA. Fake data is reaching an epidemic because customer data is constantly changing. In fact, B2B data has been shown to decay at a rate of 2.1% per month. That means that in just one year, up to 22.5% of your database will be incorrect, stale, and unusable. Imagine if you haven’t cleaned your database in even longer…
bad data gives you a fake view of your customers. For example, your
database may show that the largest portion of your customers come from California.
But, if you haven’t updated
customer addresses in a year or more, you’re relying on outdated information. Fake
data = bad analytics. So, the question becomes, how to move beyond this
The answer – clean data. As your data changes, can you trust
that its state has been updated? Continually maintaining your database to
ensure it has only the most accurate information is highly important for all
initiatives. Ensure your marketing efforts are not going to waste because
you’ve fallen for fake data.
Make the foundation
of your business strong when you commit to the highest level of data cleansing.
Know the importance of identifying incomplete, incorrect, and irrelevant records.
Then, focus your attention on replacing, modifying, and purging this dirty data
so that you only rely on analytics that are true.
Combat dirty data with solutions that
keep it clean and up-to-date for all your organization’s needs. Achieve greater
accuracy and reliability when you profile your database for inaccuracies; to
assess the current state of damage. Then you can begin the process of updating,
verifying, and standardizing so that your records are not only up-to-date but
compliant. Data may also be monitored over time to ensure that decay doesn’t
continue to raise its ugly head and jeopardize important initiatives.