Loqate, a GBG solution
A guide to spring cleaning your data

Below you can find our top tips for giving your database a new lease of life and helping your business spring back into action.

Short on time? Check out our infographic!

Tip #1: Understand the impact of dirty data

Data quality is the foundation of any customer management strategy. Analytics, campaign management, customer experience, and reporting are all underpinned by data quality and can have a significant impact on your organisation’s efficiency and reputation.

Without quality data, a large proportion of your campaigns won’t reach the intended recipients. In most cases, dirty data can result in lost opportunities, reduced sales and wasted marketing budgets.

Tip #2: Don’t let data decay ruin your day:

We all know that contact data is prone to decay. But did you know that each year, due to house moves, job changes and mortalities, consumer data degrades by around 15 – 20% and business data by 30 – 40%?

This means that if your database is just a few years old, a large proportion of your data is likely to be outdated and your customer marketing budgets wasted. Keeping data regularly cleansed and maintained should therefore be a key priority for any business.

Find out how many contacts you could be missing out on with our Data Degradation Calculator.

Tip #3: Implement an always-fresh approach

Rather than waiting before a specific campaign to cleanse your data, put in place a strategy to ensure you have clean, quality data at all times.

This can be done by regularly running your data against correction and suppression files. It’s best completed out of hours so you can start each month or week knowing your data is clean and your counts are accurate.

By implementing an always-fresh approach, you have data that’s ready to use and you can react quickly to any scenario.

Tip #4: Uncover messy data with a free health check:

If you’re unsure how clean your data is, we always advise booking in a data health check. Our data health check is completely free of charge and involves comparing your customer and prospect records against our own data sources to reveal how accurate, complete and compliant your database is.

We provide you with a visualised data quality audit and a Unique Data Quality Index Score, giving you insight into how you measure up against other companies who hold similar data.

From there, you can then decide whether or not you’d like to have your data thoroughly cleansed.

Tip #5: Garbage in = garbage out:

Capturing great quality data in the first place reduces the need to clean it once it’s in your database.

Applying software like address capture, email validation, and phone verification at customer touchpoints ensures that you’re capturing quality contact data at the point of entry, saving you time and money in the long-run.

Not only that, you’ll reduce costs by avoiding late or missed deliveries, improve website usability, and cut down on cart or form abandonment rates by providing customers with a quicker way to enter their details.

Tip #6: Use the right cleaning solutions

In an ideal world, you would always have the correct contact details to be able to communicate with your customers effectively. But due to the rate of data degradation, this is rarely the case.

When it comes to cleansing and maintaining data, finding a specialist is key. Cleansing and maintaining data can be complex and, without the right software in place, laborious and costly.

Our intelligent data cleansing software does all the work so you don’t have to. Using the highest quality and most comprehensive global data, we’re able to review your database and either remove or update information that’s incomplete, incorrect, improperly formatted, duplicated or irrelevant.


Find out more about the importance of data quality. Or discover how our data cleanse and maintenance solutions have helped Yamaha improve customer data and increase operational efficiency.

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