I can’t believe they did that…

A challenge that we “Data Managers” face each day, is what to do with lists/data that is finding its way into our databases, when it’s not comprehensive enough to deal with.  Often the case could be that you have only part of what would be considered a “Contactable” record.  This could mean that the phone number is missing, the address is incomplete or in the case of Business data, it hasn’t been categorised effectively as to which industry the organisation fits in.

Often securing budget to send this data offsite for vendors to fix, isn’t always a viable solution. So, what could you do internally to increase the quality of your data?  Some simple approaches would be to market to that data with the information that you have available.  Such that, if you have a name and phone number, but no address, then you could put together a telemarketing campaign centred around procuring additional information.  Conversely, if all you had was an email address, then a campaign that gave those contacts the opportunity to win something, and all they had to do was to update their details, might appeal.