We all know that it takes more than putting gas in a car to keep it running smoothly. Regular and frequent oil changes, tune-ups, new tires, and the occasional bath are all necessary to keep a vehicle in tip-top shape and running for a long time. Like cars, contact data depreciates quickly. Keeping it maintained and fresh extends its life and value to your organization.
Is Data Maintenance the Same as Data Cleansing?
In a word, no. Data cleansing is usually a point-in-time event in which known data errors are corrected, bad records are fixed or removed, and no further action is taken until the next stakeholder complains. The net effect is similar to taking one step forward and two steps back.
Data maintenance, on the other hand, is a continuous and disciplined process of automatic diagnosis and remediation of errors and omissions. This helps to ensure your database is the “best that it can be” at all times with minimum effort and disruption.
Maintaining your car at regular intervals means that it is more likely to get you where you’re going without trouble. Likewise, adopting a regular data maintenance strategy means that your target buyers are more likely to receive your message and act on it.
Simply putting gas in your car when the gas gauge reads “E” is a surefire recipe for getting stranded on the side of the road. Not regularly maintaining your contact database is the equivalent of breaking down at the most inopportune time.
Not Amateur Hour
Just like you’d get the best service possible by taking your car to a professional technician (they aren’t called mechanics anymore), leave your data quality maintenance to the experts, as they have the knowhow and tools to yield the best results. Data maintenance companies have sophisticated matching algorithms to sniff out duplicates, find missing or erroneous data, or stale records that are just a waste of your time. And they can do this automatically with minimum time and effort on your part.
Successful businesses aren’t built on flaky or unreliable data. It’s their most important asset. Keeping it well maintained means it will serve you well for many years to come.