Question

Why are data quality audits and data cleansing essential?

Answer 1

`Hey,

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Organizations are collecting ever increasing volumes of data, and without a defined data strategy and quality level, this deluge of data can be overwhelming and harmful. Unless your organizational data really helps you in decision making, and maintaining and developing the business, it is completely useless to collect it. A regular data audit is necessary to understand the actual status of the data quality and integrity in the organization, and to face data quality challenges bravely.

If you are looking to improve the quality of data in your organization, along with data enhancement,the first thing you need to do is to deploy a good tool that is capable of analyzing the quality of data in the organization. Here are features and qualities of a reliable data quality audit tool that should be present in order to help an organization maintain quality data standards.

Here are the advantages of data cleansing:

1. Improves the Efficiency of Customer Acquisition Activities:

   Business enterprises can significantly boost their customer acquisition efforts by cleansing their data as a more efficient prospects list having accurate data can be created. Throughout the marketing process, business enterprises must ensure that the data is clean, up-to-date and accurate by regularly following data quality routines. Clean data can also ensure the highest returns on email or postal campaigns as chances of encountering outdated addresses are very low. Multi-channel customer data can also be managed seamlessly which provides the enterprise with an opportunity to carry out successful marketing campaigns in the future as they would be aware of the methods to effectively reach out to their target audience.

2. Improves Decision Making Process:

   The cornerstone of effective decision making in a business enterprise is customer data. According to Sirius Decisions, data in an average B2B organization doubles every 12-18 months and though the data might be clean initially, errors can creep in at any time. Yet various enterprises fail to prioritize data quality management. In fact, many of them don’t even have a record of the last time quality control was performed on their customer’s data. Accurate information and quality data are essential to decision making. Clean data can support better analytics as well as all-round business intelligence which can facilitate better decision making and execution. In the end, having accurate data can help business enterprises make better decisions which will contribute to the success of the business in the long run.

3. Streamlines Business Practices:

   Eradicating duplicate data from the database can help business enterprises to streamline business practices and save a lot of money. Data cleansing can also help in determining if particular job descriptions within the enterprise can be changed or if those positions can be integrated somewhere else. If reliable and accurate sales information is available, the performance of a product or a service in the market can be easily assessed.

   Data cleansing along with the right analytics can also help the enterprise to identify an opportunity to launch a new product or service in the market which the consumers might like, or it can highlight various marketing avenues that the enterprises can try. For example, if a marketing campaign is unsuccessful, the business enterprise can look at various other marketing channels that have the best customer response data and implement them.

4. Increases Productivity:

   Having a clean and properly maintained database can help business enterprises to ensure that the employees are making the best use of their work hours. It can also prevent the staff of the enterprise from contacting customers with out-of-date information or create invalid vendor files in the system by conveniently helping them to work with clean records thereby maximizing the staff’s efficiency and productivity. This is the reason behind clean data reducing the risk of fraud as the staff has access to accurate vendor or customer data when payments or refunds are initiated.

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