The performance of any marketing department depends more and more on the quality of its sales funnel. ESG’s data cleansing services ensure that our client’s data is accurate, relevant and powerful at the time it is unleashed onto the marketing campaign.
Data cleansing and maintenance for a squeaky clean prospect list
“Contact data ages like fish, not wine…it begins to stink”
- G. Thaler
Data cleansing and maintenance services
Data is almost unquestionably the most valuable asset in modern marketing functions, yet far too many organisations still labour under the weight of inaccurate, inconsistent, duplicated, incomplete, redundant and irrelevant data. The cost of employing such data is hugely costly, not just in wasted effort but in morale and in business reputation.
Data optimisation must be perennial
Data cleansing is a never-ending process. Leads characteristics are in constant flux and keeping up is laborious in time and resource.
ESG does the legwork for our clients’ who enjoy hassle-free, cost-efficient and uninterrupted access to clean, standardised and validated data.
ESG performs end-to-end lead and data cleansing and maintenance activities to put the fire under marketing efforts.
Data verification and lead validation
Forensic verification and validation of every data
attribute of your contacts, using proprietary manual
processes and AI, ensures rapidly actionable data with high ROI.
Ensure consistency
ESG data maintenance processes eradicate data-entry mistakes, punctuation, duplication and inconsistencies in formatting of data cells so that marketing efforts flow without constant recalibration.
Database standardisation
In the process of acquiring data, marketing departments often inherit legacy databases which are randomly structured and disorganised, adding complexity and time in using the data and in results analysis. ESG’s data scientists are experts in data ‘normalisation’, ‘relational data structures’ and other such wizardry which, in layman’s language, creates order from chaos.
Marketing empowerment from data cleansing
Specific areas of immediate improvement noticed by our clients:
Cost savings
A clean and well-maintained database is an investment which will pay dividends in a reduced effort, elimination of compliant-handling and significant improvements in conversions.
Reputational enhancement
Marketing to a solid database of leads, validated and relevant, drastically reduces any opportunity of reputational damage. Legitimate interest is a function of the accuracy of the target prospects.
Compliance
A clean database is a compliant database. Local and global statutory data protection regulations are onerous. Inaccurate and redundant information is far more difficult to maintain in a compliant manner.
