Are you operating your side of the business in a clear environment with absolute confidence that you are making all the right day to day decisions? Or do you have to contend with a fog of unclear information so that you are forced to slow right down and proceed with caution?
How the Fog Comes in
If it’s helpful to know when a customer makes a second purchase a few days after their first, what happens if there is a typo in the name or address? If that’s not picked up, you’ll believe you have two different customers. Replicate that through your database and you might be under the impression you have 200 or even 2,000 customers when you actually have just a fraction of the amount. You’re sitting in a bad data pea-souper that’s fogging everyone’s vision.
Dispersing the Fog
Business will suffer unless you blow the fog away from the information it depends on. A data governance programme could put some data quality solutions in place fast, after setting up rules and standards for data, business wide.
With fuzzy matching software and deduplication software you’ll soon have the single customer view that is so important – you’ll know exactly how many customers you have. And merge purge software will bring accurate business intelligence to your decision makers. A data quality awareness campaign may be needed to cascade through the organisation and kick start the initiative.
Reaping the Benefits of Clear Vision
The advantages of clear, clean data will soon be obvious, and personnel will realise its importance in keeping them out of the mist of uncertainty in what they are doing. Senior management can make decisions quickly, and with confidence. The marketing budget will stretch further with a more accurate database. The brand’s reputation will cease to suffer from poorly targeted and duplicated mailings.
The fog blows away and the sun comes through and shines on a well-managed business with quality data.