4 Tips for Cleaning Up Your Messy Garage of Data Before 2013
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.
3. Fill in the Gaps
At least on the East Coast, it's difficult to strike the perfect balance in October between warm-weather and cold-weather clothes, and it's not unusual to find that you are lacking some essential items. Overexposure and lack of constant attention can create similar burnout in your database. For example, once you've cleaned out the incorrect data, inactive prospects and un-targeted records, you'll be left with an opportunity to fill the holes with net-new contacts. You may want to consider appending data to records such as industry or job title to allow for better targeting—or finding this information with an email promotion encouraging contacts to provide additional details.
4. Have a Plan
Just as you're likely already looking toward the upcoming holiday season, staying in front of potential data issues by maintaining an ongoing data hygiene strategy will ensure your database doesn't experience burnout. Don't think of data cleansing as a one-and-done project. The day the cleansing project ends, your information begins to decay, and your database continues to grow with some inevitably incorrect data. Set a quarterly reminder to survey the scope of your database quality and targeting and stay on top of data gaps. Regular cleansing and appending of information will ensure your marketing database is in the right condition for every upcoming campaign.