The mantra of any good data system is “garbage in, garbage out.” At Yesler, we work with many clients who have abandoned some of the more complicated functions of their MAP because of the state of their data. None of the exercise of setting up a MAP, integrating it, building dashboards, or creating a revenue model is even a little bit worth it unless you proactively create a way of ensuring that your data gets and stays clean. Similarly, making sure you set up some ironclad opt-out and email preference rules will ensure that you don’t have to sweat any legal grey areas around whether you can market to all the prospects you worked so hard to collect.
These are business-level decisions, and they should be made by business-decision makers at your organization. How long can we market to our prospects? Do we want to purge the database of inactive or unmarketable leads after they sit for a year? Two years? How can we stop garbage from getting in? These are the questions you need to answer at a high level before you can delve into the tactics of how to keep the data clean.
don't let data be your blind spot
You might believe you have more important things to do with your time than worry about how clean your database is. After all, isn’t it better to focus on creating content, building landing pages, running campaigns, and measuring the results of all your hard work?
Not if you don’t put first things first. Think of it this way: If you’re going to drive across the country, you simply can't start without a fresh oil change and checking the air pressure in your tires.
Keeping your data clean is usually done in two places. First, do everything possible to verify that new records in your MAP are accurate—no fake names or email addresses allowed. Second, revisit your CRM database on a regular basis to scrub away the spots.