Data cleansing, data cleaning or data scrubbing is the process of detecting and correcting (or removing) corrupt or inaccurate records from a record set, table, or database. Used mainly in databases, the term refers to identifying incomplete, incorrect, inaccurate, irrelevant, etc. parts of the data and then replacing, modifying, or deleting this dirty data or coarse data.
Data cleansing and enhancement – identifying incomplete customer names; incomplete and incorrect customer email addresses and telephone numbers; reifying customer names, email addresses, telephone numbers and mailing addresses; identifying and margining or expunging duplicates in your database; enhancing customer data with demographic and consumer information.
Data deteriorate is a main problem that no business can bolt; the cost of correcting damaged databases increases as the data becomes more deteriorate. Additionally, the cost increases if the record is left unchecked. When tackling data decay, there are two key processes that will heal the dataset and ensure that we make better quality decisions. The first step is to cleanse the data. The second is to enhance it to verify its authenticity.
Benefits of Data cleansing
- Cleansed, verified, authenticated customer databases for effective Customer Relationship Management (CRM)
- Enhanced customer databases for effective customer segmentation, product development and marketing
- More cost-effective marketing and business development activities
- Reduced communication costs while servicing customers
Data enhancement is an additional process that improves clean data by scanning and supplementing. Customers always check when data has been enhanced. During data enhancement, existing clean data is augmented with up-to-date information from third party providers. This gives the data quality project a source of external intelligence, and it allows the information to be enriched with data that is in the public domain.
The single database needs to be lively maintained and updated to combat the effects of data decay. By using data enhancement services offered by nationwide business list compilers to cover and append information in the database, a higher degree of precision and deliverability can be achieved.
Research suggests that B2B data decays at approximately 30% per year; if your marketing database is just two years old, 60% of it is likely to be out of date. Two thirds of your direct marketing budget could be going to waste. Inaccurate or flawed customer and prospect data will always cost your business money. For solving this problem data cleansing and enhancement is more important to protect your business data. Also analytic needed to develop business intelligence and drive product development requires good data.