Chapter 05.

Delay the decay

You’ve cleansed your database, but the work doesn’t stop here.

Data decays over time and not all data will decay at the same rate. By the end of the year, your customer data on average will have decayed by around 15-20% and your business data by 30-40%.

For this reason, ongoing maintenance is essential to ensuring your database is kept clean and the quality of your data is optimal.

Top tip

If analysis of an audit reveals patterns in the types of errors occurring, use this information to understand where the changes need to be made. The issue could be resolved by changing how data is captured at the source.

Data management and maintenance should be viewed as a cyclical process – it’s all about continuous improvement.

Data Cycle for Continuous improvement


Data capture

Validate, verify, and enhance at the point of capture


Audit, analyze, and prioritize


Cleanse your data


Monitor data quality


By shifting from a reactive to a pre-emptive data management approach, you’re avoiding future costs by putting in the groundwork upfront.

The reputational, financial and legal costs of failing to maintain your data put your organization at risk and are excessive compared to the investment required to sustain its quality.