When data isn’t clean and is used for Business Intelligence and analytics. It is like mixing Nitrogen and Hydrogen with ignitable liquids. It is just a ticking time bomb waiting to corrode and combust. A business process running on low-quality data puts an entire business at stake. It is a domino effect that results in poor insights and poor results. That can be fatal and irreversible for a business.
Neil Patel explains how every organization has created a mountain of data that is difficult to navigate through. In a rush to achieve this information overload, businesses forget to pay attention to the origin of data.
People change jobs, locations, e-mail IDs, phone numbers and job functions. When the information isn’t synced with the database, it results in bad data. Often businesses utilize a third-party database, which leads to duplication of incorrect data, flooding the system with wrong, outdated and incomplete data.
A lead generation company wastes 546 working hours of a sales rep every year due to bad data.
What is data scrubbing?
Data scrubbing is akin to a system cleanse, a detox that every business is in dire need of and should opt for. It is the most exhaustive and complex part of a business process- like a body system used to junk food resisting to the greens and liquid diet. But it is also very important.
Often confused with data cleaning, it is a process of eliminating incomplete, incorrect, inaccurate, out-of-date, duplicate and inconsistent data.
To keep your data spotless- the backbone of your business- implement Data scrubbing. It ensures stronger campaigns, increased quality leads and competitive advantage for a business along with stronger and more targeted marketing campaigns, enhanced customer satisfaction and higher ROI.
Data scrubbing services include
Data scrubbing services are semi-automated, automated and manual. The data can be customized following a business’ specific needs and challenges. The expert and seasoned data engineers work through the vast sets of data in the following phases:
Rectification of records:
An up-to-date customer database is the key priority of data scrubbing. Data scrubbing implement a range of tools, techniques, and methods to identify incomplete and inaccurate customer records and take appropriate action. It ensures proper communication with a targeted group of customers.
De-Duplication
When businesses take services of different databases, chances of having similar information run higher. When a sales team sends information, e-mail or unsolicited content. The customers just hit ‘spam’ without giving it a second thought. Data scrubbing utilizes the verification and validation techniques to remove duplicate data. De-duplication ensures that only relevant information makes it to the database, and the rest of it is flagged out.
Data Appending
When the engineers find out key datasets to be missing, they verify and check the current information and complete the missing record. Digital footprints and offline attributes such as phone numbers, jobs, and locations are used.
Standardization of data
Several business processes use data in a different format. Some may use a standard title, or some may not. Some may want to categorize the data for specific parameters, whereas, for others, it could be a completely irrelevant criterion. Data scrubbing ensures a uniform pattern of the datasets across the business verticals for easier access and consistency. The entries are similar across the datasets.
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