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4 Tips for Cleaning Up Your Messy Garage of Data Before 2013

October 31, 2012 By Maribeth Ross
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Though many of us may still be scratching our heads and wondering what happened to summer, we're already kicking off Q4 and it will be 2013 before we know it. As you look ahead to meet revenue targets, you're undoubtedly lining up some killer content, planning timely outreach around this falls' in-person events, preparing the perfect cross-channel marketing calendar and perhaps designing some targeted direct mail. But before you launch one more landing page, don't forget to address what's driving all of your activity: your marketing database.

Marketing data are at the core of each of your marketing initiatives, and Q4 is a great time to get your data ducks in a row to ensure you're set up for success when the weather starts to cool down and into next year. Here are four database tips to make sure that you don't fall behind your goals this October:

1. Run an Analysis of Your Quality Situation
Your marketing database is full of contacts from various sources, including registration forms, data vendors, trade shows and other activity. The problem with this data is that it changes as often as the seasons. Consider this:

For marketers, this means hard bounces, inaccurate job titles and out-of-date phone information for your upcoming marketing campaigns. Is poor data threatening the success of your marketing results? Finding the current state of your marketing database is critical to making the right decision about data hygiene and start removing dead data.

2. Lose the Extra Weight.
Similar to the beach chairs and floaties that may still be cluttering the garage, your marketing database can often fill up with … well … junk. Are you aware of the targeting patterns across your database? Ensure that the profile of your prospects matches the profile of your target buyers and influencers. In other words, get rid of the records in your database that will not help you make a sale. You'll want to segment your marketing database—and perhaps get rid of some data sets—to enable you to deliver the most compelling message to your audiences.

 
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The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing. It will be the one...

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