What is data management?
Data inevitably decays over time. With personal data, you have births, marriages, deaths, and changes of address happening continuously. If your data doesn’t take account of all these changes, it’s less useful when you come to making marketing decisions.
Data cleansing is the process of identifying and correcting incomplete, incorrect, duplicate, and erroneous data in a dataset. It can take many forms, but the goal is always the same: stronger returns, reduced risk.
To mitigate the risks of out-of-date or inaccurate data, organisations need a data cleanse or data management program. By ensuring their data is always as accurate as possible they are better placed to maintain good customer relationships, improve efficiency and drive a stronger return on investment.