The CMOs should consider implementing the top data hygiene practices to ensure they gather and maintain clean data in the enterprise’s data ecosystem to make the most of their marketing campaigns.
One of the most significant barriers to a successful B2B marketing campaign is the lack of accurate data. The recent insights from Gartner in an article titled “How to Improve Your Data Quality” suggest that the cost of bad data could be as high as about USD 12.9 million for an average organization. Moreover, bad data will increase the complexity of the data ecosystem and result in unsuccessful marketing campaigns in the long run.
CMOs should consider adopting efficient data hygiene practices to maintain a clean and accurate B2B database. Here are a few strategies that they can implement to ensure a clean marketing data ecosystem:
Raise the bar by setting high standards for good quality data
Defining Standard Operating procedures (SOPs) of the data to determine the best quality data that is fit for their organization, is a smart move. Defining key performance indicators for the optimum data quality will ensure transparency and streamlining of the process. It is also essential to thoroughly evaluate the entire data collection process to identify the weak spots where most of the errors occur. Moreover, setting the best data hygiene practices will help spot the inaccurate data and eliminate them from the database.
Implement AI and RPA tools to validate data before entering the repository
Implementing the best data hygiene practices to examine data at the source will ensure the information entering the data ecosystem is valid and relevant. Adoption of the Right Robotic Process Automation (RPA), Artificial Intelligence (AI), and Machine Learning (ML) tools will simplify the data entry process.
Also Read: Efficient Ways of B2B Marketing Attribution
Adopt data profiling techniques
B2B marketers need to implement data profiling techniques to analyze the data from the sources and summarize it. Data profiling is a perfect way for the CMOs to design a strategic plan to fix the data quality issues at the source or later. This is a continuous process that needs to be adopted regularly in the marketing workflow to ensure a clean database in the data ecosystem. Data profiling will assist the teams in spotting the missing crucial elements from the client’s information and data errors with ease.
Data accuracy validation
B2B data can become obsolete with time because of changes in job roles, organizations, or other factors that make the data invalid. The best email verification tool will ensure that all the mailing addresses of the total addressable market are correct in the database. Most of the CMOs do not have the bandwidth required to verify the accuracy and relevancy of the data. Many vendors offer a comprehensive service that verifies the accuracy of the data through all the channels like web, manual, and email.
Evaluate and select the reliable data sources
One of the most effective techniques to cleanse data is by using the most reliable data source for the data ecosystem. Many marketing teams spend most of their time fixing the errors in their database to have clean data. Instead, they can select a reliable data source to ensure they have accurate information.
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