As digital marketers, we are continually struggling with the heaps of data that accumulates on an everyday basis. We aim to cleanse the available data and standardize it so as to keep it handy and make it useful. While we are all trying to achieve this, the bitter truth is that not everyone may taste success. Nonetheless, everyone who accomplishes it deserves recognition for managing his database well!
So, what’s all the fuss surrounding data cleansing and standardization? Let’s take a deep dive to understand it completely.
Data cleaning is the process of correcting inaccurate data in the database. It refers to identifying the incorrect/ inaccurate data and then modifying it appropriately.
Data standardization, on the other hand, is the process of transforming data (available in different formats) to a standard format, so as to enhance its efficiency and boost its filtering capability.
There are different ways that you may follow to ensure that all existing and upcoming data is cleansed and standardized. Two of the simplest processes are highlighted below for you:
Cross check key fields to see that the entered data is correct.
A data audit can help you identify the prevalent issues. Post this, you may set up automated programs to minimize such errors from repeating. Also, by automating the process, you can fix the ongoing issues without manually cleansing the data every time there is a data load or in case there are issues while syncing with a new system. To summarize, clean and standardized data allows you to:
These processes allow you to filter out data, provide format standardization, and ensure that there is a process to follow for data upload, data transfer, or data coming via forms or third party data.
There are huge benefits associated with clean and standardized data sets. In the least, you have all your data arranged neatly for you to use it, as and when you need. Furthermore, by automating the process, you can save time and money, and speed up your marketing efforts too.
To summarize, clean and standardized data allows you to:
Marketing teams should have a solution for standardizing and cleaning data. With the increasing complexity in the way we market – from utilizing personas, to customer journey mapping and dynamic personalization – accurate and relevant data is a necessity. Data is the backbone of marketing and can make or mar the performance of an effective campaign.