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...
This 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 But, if you haven't updated customer addresses in a year or more, you're relying on outdated information.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 problem?
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.