EQD Dirty Data Hero

How Dirty Data Is Ruining Your ROI

01 February 2021

What it is, why it happens, and how you can stop the rot

Having confidence in trustworthy customer data allows a business to make the right decisions.

At EQ Data, our goal is to help businesses harness the power of their data assets to make strategic decisions, and fully realise the value that clean data can bring.

Like most things, data has a shelf life and deteriorates quickly if it isn’t maintained. But what if the information is already wrong when it’s collected? Effectively dealing with the volume and depth of data available to us is one of the greatest challenges in marketing, but those who have mastered it will testify that it’s well worth the effort.

Owning a compliant and up-to-date customer database gives you the apparatus to build successful campaigns that make an impact. The problems emerge from reliance on manual intervention to keep data accurate, with marketing teams across the globe united in recognising the top 5 database polluters.

69% of organisations think inaccurate data itself is undermining their ability to provide an excellent customer experience.

Top 5 database polluters

  1. Inaccurate data: Input errors causing you to lose a customer due to a simple typo or unwelcome autocorrect is a key factor in dirty data infecting your system.
  2. Out-of-date data: Losing track of people moving homes and changing jobs – wasting time, effort, money and ROI on cold contacts.
  3. Duplicate data: Multiple entries for the same person, creating disjointed customer views through unconsolidated data.
  4. Inconsistent data: Customers inputting spoof contact information such as ‘1234@gmail.com’ for their email address.
  5. Incomplete data: Consumers that have registered with MPS and TPS, but you don’t know about it until you contact them and get an angry response.

How can we banish Dirty Data?

Prevent bad data from being input at the source. Manual maintenance is unfeasible for any marketing team to manage. EQ Cognition, our centralised API that provides multi-channel validation via global data sources, authenticates data that’s input in real-time. This speeds up and improves the accuracy of your customer data collection and payment processes.

However, if you’ve passed the point of validating your data input at source, the next stage is to decipher which existing information on your database is valid. Using EQ Cognition, you can test all existing contact information in self-service bulk uploads to evaluate your contacts before you reach out.

EQ Cognition Data Decay

The cost of the rot – The 5’R’s of data decay

  1. Resource: Wasted communication time, effort and budget.
  2. Reputation: Misdirected information landing on the wrong target can have a negative impact on your business.
  3. Retention: Losing a customer relationship due to incorrect contact information.
  4. Regulation: Old data can fall out of compliance quickly and ICO enforcements are rightly gaining momentum.
  5. ROI: The activities we carry out using this data needs a return on investment. If the data is unfit, so is the outcome, giving a poor ROI.

Dirty data is dangerous for GDPR compliance

We have seen our clients completely overhaul their customer information systems by going through this process and reap the benefits of a healthy database. Bad data is a fact of life, but you don’t have to resign yourselves to contaminated CRMs and reduced ROIs – EQ Cognition is a leading light to mastering successful and impactful client communications.

Find out more

Talk to us today and see how EQ Cognition can help the accuracy of your customer data.

We have detected that you are in United States. We think that Equiniti US would be more suited to deal with your needs.