Are you investing enough in data hygiene? Find out in the latest edition of our three-part data series how regular data management can support one of your company's most important assets.
The term "fall cleanse" is not used often, but this year is different from most of the others. If the pandemic has forced you to put off big plans, you may have time to focus for most of the day. . An example: data hygiene.
Wes Trochlil, founder of the Effective Database Management consultancy, says there are many benefits to being immersed in data cleansing. "Better data gives us a better perspective on our members and customers so we can create more relevant products and services and provide far more efficient customer service," he says.
Focus on what enables you to get the most out of your investment and realize that it takes time and effort to get there.
Trochlil offers a few tips to consider when deciding whether a data hygiene suite is right for you.
Identify the data that you want to process. Trochlil cautions against doing too much at once when cleaning up data, and says that the right way to start is small. "Understand what data you want to improve and that the best way to eat an elephant is one bite at a time," he says. "Identify the most critical data items."
This generally includes contact information (such as addresses and email accounts), membership status information, and demographic information. "Focus on what's getting you the best bang for your buck and realize that it takes time and effort to get there," he adds.
Understand the resources required. While data hygiene can cost money when you are investing in an external resource, Trochlil says staff time is a key factor. "Most data cleansing efforts are time-consuming, so I generally recommend breaking your project into as small a part as possible and working on it over a period of days or weeks," he says. "For example, when we clean up individual records, we process them in blocks by alpha: like today, B tomorrow, Cs the next day, etc."
Think of external tools. According to Trochlil, data management can be automated in a number of ways, and it may be preferable to use a service, at least initially. "If the data is really confusing, this might be a good place to start," he says. But it's important to have a plan of attack afterward: "If you're beyond that, step back and focus on the most important data that offers the highest ROI [or] most. important ".
Take the opportunity to reset bad practices. Of course, all of this work will be wasted if you keep the same bad habits that required data hygiene in the first place. Trochlil notes that data cleansing is "not an event but a process". He recommends taking the time to change the way your company thinks and processes about good data management, and reap the benefits over time.
"Cleaning up and managing data is similar to gardening," he says. "If the grass is not removed regularly, the garden will grow too big and soon it will stop producing."
In Part 1 of our Data Today series, we invited instinctive decision-makers to consider the value of data-driven decisions. In Part 2 , we looked at the balance between the privacy requirements of virtual event attendees and sponsors.
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