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Data cleansing 'should occur every three months'
Mar 11 2010, 22:54 PM
Data cleansing processes should take place every three months, companies have been advised.
According to Navin Sharma, director of product management for global data quality at Pitney Bowes Business Insight, data cleansing ensures that companies have the most accurate information available to them when making important business decisions.
He told Information Management that the process should be carried out on a regular basis.
"It cannot be emphasised enough that data cleansing is not a one-time operation. Even the best data gets stale," he said. "A best practice is to perform this task at least quarterly."
Mr Sharma stated that as customers have a great deal of access to their data, there is a statistically higher risk of incorrect information being collated.
Last month, Laura Patterson, co-founder and president of VisionEdge Marketing, told MarketingProfs that advertisers should carry out data cleansing to ensure they have accurate information - making them more able to run effective campaigns.
Posted by James Glass
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