What is good data? What makes data not so good? There are a number of factors to consider when it comes to data, but the number one on most people’s list….is recency. The recency of your data directly affects your ability to make contact. It doesn’t matter if they’re prospects or customers, the recency of the contact information in your database is critical.

One of the most effective ways to validate the recency of your data, is to run it through a predictive dialler. It’s low cost, and will quickly allow you to see what kind of drop off you’ve encountered within your telemarketing information. Try doing a small mail out, and ensure you collect your Return To Senders. Now take those two numbers, and work out how much mailing data and telemarketing data you’ve just lost in your database. It’s probably going to be a little scary!

Fear not, there are options. If you have the telephone number of your customer, but their address has turned out to be invalid, why not call them up with a special promotion, and depending upon their potential value as a customer, give them a shopping/fuel voucher for updating their information. You might think that this is expensive, but what is the real “worth” of that piece of data? Only you know the answer to that, but think about it before you just dismiss it as too expensive.

Good data makes or breaks a company, no matter what it is they do. So spend the time, and work with some people who know what they’re doing, and don’t just trust your data to anyone!