Chapter 01.

Why is a clean database so important?

We’re used to keeping our business assets in a condition that’s fit for purpose. We readily invest in upskilling employees and maintaining equipment.

And data shouldn’t be treated any differently. Why? Because good quality data underpins your organisation’s strategic outcomes and is an essential tool in helping you achieve your wider business goals.

1. Profitable customer relationships

We all want to build long and profitable relationships with our customers. But customer communication is reliant on having accurate information on hand.

With high quality data, you can reach your customers at the right time, via the right channel, with the right message.

2. Better decision-making

With cleaner data comes more possibilities for faster decision-making, stronger go-to-market strategies, and a deeper understanding of your customer base.

Your business can gather valuable insights into customer preferences, interests, and buying habits, and use this to fuel communications strategies and loyalty schemes.

3. Support organisational speed and agility

High quality data puts your organisation in a position to leverage insights, make informed decisions, and act in either real-time or as quickly as it suits both you and your customers.

The greater your agility, the faster you can respond to the market environment and needs of your customers, giving you a competitive advantage.

4. Meet stringent regulatory requirements

Bad data can lead to violations of regulatory compliance. With clean, high-quality data, you can rest assured that your business is compliant with GDPR and other increasingly stringent regulations.

5. Reduce wasted marketing costs

A poorly maintained database can result in marketing budget being wasted and inefficiently allocated. From channel selection and campaign performance to sender reputation, the quality of your data has an impact.

6. Increase productivity of internal teams

When incorrect data is removed or updated, organisations are left with the highest quality information so you don’t have to waste time and resources wading through irrelevant and incorrect data.