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clean data

The Three Cs of Contact Data: Clean, Current, Compliant

As a content marketer (much like a member of the Sesame Street gang), I find alliteration to be a useful tool for learning (and remembering) important facts. And when it comes to your data, you can bet that I have an alliterative phrase for you to keep in the back of your mind to help you remember how to keep your database in check. All you need to remember is that your contact data needs to be clean, current, and compliant.


Data cleansing is a topic we discuss frequently here at Synthio. While it may seem like we harp on it too much, we keep bringing it up because a) it’s that important and b) it’s something that needs to be performed regularly.

The first step to taking back control of your database is making sure that you’ve recently cleansed your data to purge it of duplicates, identify and correct errors, and rid yourself of all that dirty data.


The natural next step is to update your data to keep it current. Contact data expires at a rate of 32% per year. Now just imagine what happens to your database if you go a year (or even more) without cleansing & enriching your database.

A data vendor can help you identify all your outdated contacts and update/enrich those contacts to keep the information up-to-date. Data enrichment also can allow you to add additional fields of data that you didn’t have before.

Synthio is able to provide the most current data possible to our clients because of our people-first approach. We follow the people, and not the company.

So all those job hoppers who have moved companies since they were added to your database? Not only do we know where they are, but we can give you all of their current information so you can follow them on their path to success.


“Compliant” is a word getting tossed around more and more in the data world, and there’s a huge reason for that. As you should already know, the General Data Protection Regulation (GDPR) goes into effect in May 2018 for organizations that are located (or do business) in the European Union. The GDPR completely overhauls the existing regulations that companies must meet with regard to the personal data they keep in their database.

The GDPR comes with hefty fines and severe punishments for non-compliance. Compliant data is data that follows the numerous regulations cited in the GDPR; however, a big part of compliancy stems from the quality and accuracy of your data. As such, keeping your data cleansed and current goes part and parcel with keep your data in compliance with the GDPR.

Need some helping getting your data ready for GDPR compliance? Take our interactive GDPR Readiness Assessment and see what you should be doing to prepare.**

**Please note, this material is for informational purposes only, is general in nature, and is not intended to and should not be relied upon or construed as a legal opinion or legal advice regarding any specific issue or factual circumstance.

Recommended Reading

To learn more about keeping your data clean, current, and compliant, check out:

5 Best Practices for Data Cleansing

Data Management for Marketo Users

Making the Most of Your Data: How the GDPR Will Impact Your Database & Marketing Efforts