Posted on 9 December, 2020A new study by Salesforce reveals that marketing-led growth is now a priority for 90 per cent of organisations. With organisations facing the toughest ever climate, combined with an accelerated shift towards digital transformation over the past 10 months, data has unsurprisingly been identified as one of the most important enablers of this growth.
However, the most cited barrier to driving this growth is data mismanagement– 56 per cent of respondents consider it the top challenge. Data mismanagement can be caused by a number of factors, including data integration and analysis obstacles, as well as a lack of data quality.
Data quality is critical. The old adage is true – rubbish in, rubbish out. With more organisations focusing their marketing activity on customer retention maintaining relationships is key. It is proven that there is a direct correlation between data quality and retention – the better the data the stronger the relationships. And that’s not to mention the legal aspect of data quality. As a result of GDPR organisations now have a legal responsibility to maintain the data held in their databases – this includes ensuring files are up to date, deleting anyone that exercises their right to be forgotten and also removing the records of people that have passed away.
Often the removal of deceased files is overlooked, as mistakenly, it is widely believed that these files simply lie dormant. However, for organisations the very presence of this data, even for a short time can actually be very risky. There are three clear risks, which include:
Data is a very powerful tool, but data decay is a very real threat to its effectiveness. For information about a cost-effective way to ensure that your data does not include the records of people that have passed away, please don’t hesitate to get in touch