The cause of dirty data can occur for several reasons. For example, if you fail to authenticate your sources, you can be breaching illegal or unethical practices. Therefore, taking time to stay on top of your records is very important as it can save your business time and money in the future.
Some of the impacts data decay can have on your organisation:
1. Failure of your marketing automated initiatives
Using dirty data for your marketing campaigns means you will have a clouded view of your marketing data, which can affect company insights and result in poor marketing decisions, as well as distort campaign success metrics.
2. Loss of revenue
With clean data comes a list of benefits, too, especially for marketing departments. Personalisation is a hot topic right now. With clean data, marketers can send personalised and relevant marketing material to customers or prospects based on critical criteria such as their past purchases, activity on social media, etc. This critical criteria requires a good business analytics tool and may depend on the data you collect on customers. However, there is a lot of potential in first cleaning the data you do have on customers then using this data to personalise the marketing experience to sell more products to people who are more likely to purchase.
3. Damaging to your business reputation
When using dirty data regularly for your automated marketing efforts, it can cause your email campaign to be sent directly to spam. Suppose an organisation is repeatedly receiving your emails in their spam folder. In that case, it can be damaging to the brands’ reputation, and in some cases, it could result in your domain becoming blacklisted.
Please speak to one of our data cleansing experts before the end of February 2018 to take advantage of a complimentary, no-obligation data audit, and avoid the impact dirty data can potentially have on your business. Email jevans@jemmarketing.co.uk or call Jane on 01933 271717 and quote ‘DATAAUDIT’.
To find out more about JEM can use its data cleansing expertise to help your business grow, then please visit our website here.
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