Data Cleansing: What is it & Why is it Important?

8th Sep 2022

Data cleansing gives you access to the best, most useful data – without errors. But what exactly is data cleansing, and why is it important for businesses?

In this post, Arcane Direct Marketing looks at what data cleaning is, its benefits for businesses, and how it fits into database management. Keep reading to find out everything you need to know about data cleansing.

What is Data Cleansing?

Data cleansing, also known as data scrubbing or data cleaning, is the process of detecting, fixing or removing corrupt, duplicate, incomplete, incorrectly formatted or inaccurate data from a data set. In simpler words, data cleansing is the process of correcting data.

Once the corrupted data has been identified, the next step is to replace, alter or delete the data. As most companies generally use multiple data sources, there are many opportunities for data to become unreliable, which can affect the accuracy of algorithms and the next steps in a direct mail campaign. It is therefore very important to go through this process so that you are working with useful, correct data.

Benefits of Data Scrubbing

Data cleansing is an important process for direct and digital mail campaigns and offers many advantages over using a corrupt or unfiltered data source. Here are the main business and data management benefits of data cleaning:

  1. Improves the effectiveness of marketing and sales
  2. The removal of errors makes for happier clients
  3. Improved decision-making, as data is no longer exaggerated or false
  4. Better operational performance
  5. Reduced data costs and increased use of data
  6. Monitored errors lead to better reporting and more robust data for future applications

What is the Difference Between Data Cleaning and Database Management?

Data cleaning is not separate from database management; it is a process that makes up part of the latter. At Arcane Direct Marketing, managing a database means restructuring your database for maximum efficiency and correctness, automating updates, capturing data from response devices, and building a web form to automate the capture of customer data. If required, the data is then cleaned.

Data cleaning can therefore stand alone as a provided service, or it can be done as part of your database management, according to your organisation’s needs. Data cleansing is one of the many services that we offer at Arcane Direct Marketing to ensure that your direct marketing campaign is a great success. We have over 25 years of experience in direct marketing and have developed innovative methods of dealing with data. 

If you would like to know more about the services we offer, contact us today. Our talented team of direct marketing specialists offer comprehensive and flexible services so that you only pay for what your business needs. 

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