Reactiv Media

What is Data Cleansing?

Data Cleaning or data cleansing is a process in which individual records are corrected or removed from your database because they are incorrect, inaccurate, out of date, incomplete or wrongly formatted.

What happens to records that have been cleansed?

When using the data cleansing service the client can choose what they want to happen to the record, as this is originally their data.

The options include:

• Flag – place flag against the record
• Delete the record
• Remove the record and place in a separate file

When cleaning records this is usually on a one time usage and therefore the record is removed or deleted, if the recorded is flagged this is usually on a 12 month campaign usage and usually has a higher cost associated to it, as this information can be retained and re-used over the 12 month period.

Why should a company clean their database?

Databases are usually used and stored to be used for marketing purposes this could either be for phone, mail, SMS or email campaigns and incorrect contacts can cost your company money and or negative publicity which could damage your brand.

Types of data cleansing:

Data cleansing falls into 3 categories:

1. Regulatory/best practice – TPS, CTPS, MPS, FPS, MPS
2. Suppression Cleansing
3. Mobile (HLR) Cleansing