Are Data Experts Checking Their Own Data?

By | April 5, 2013

I just flipped through today’s stack of mail on the counter. There was a lot of it — flip, flip, flip — but only one envelope caught my eye. That is because it was addressed to me . . . twice.

Heidi Tolliver-Nigro

Heidi Tolliver-Walker

It was from an industry name I recognized, so I opened it. It was an invitation to attend a data analysis seminar.

I wondered if the company putting on the seminar had cleansed its data recently. I haven’t been Heidi Tolliver-Nigro in nearly two years. One would think that the double name would have been flagged and cleansed at some point. Not to mention that I now much prefer my married name over my former married name. So much for the “personal” part of the data.

It’s just a somewhat humorous reminder that, in this industry, it’s important to walk the walk and do it well. I’m quite sure that this company knows what it is doing, that the seminar will be professional and useful, and this was just an oversight. But when the competition is nipping at your heels and data management is becoming less of a differentiator than it used to be, you don’t want to be making oversights like this.

When was the last time you cleansed your customer, prospect, and contact database?

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3 thoughts on “Are Data Experts Checking Their Own Data?

  1. Todd Mason

    The bottom line is, who will pay to fix the data. If the customer list is incorrect and we need to spend more than fifteen or so minutes cleaning it up, we alert the salesperson. It is then determined if the customer wants to pay to have the list corrected, if they would like to do it themselves, or leave it as is. We fix lists all the time and send them back to customers so they can use the corrected list on their next project. However, we are in business to make money and sometimes the only way to fix some of the bad lists is to go one line at a time. Even though we are experts and can fix the problems, the customer may not want to pay.

    1. Heidi Tolliver-Walker Post author

      Yes, I would think that, as a PSP, the only you can do at that point is advise the client. If they choose not to clean up their lists, that’s on them. You’ve alerted them, and they’ve made an informed choice. As the provider, that’s all you can do.

      The mailer I’m talking about in the post, however, was a self-promotion piece from the print provider itself. So it’s their list, their data, and their name on the line.

  2. Scott Bussert

    It’s funny, but as a PSP, sometimes we pay more attention to our clients than we do ourselves. OF COURSE we know our data is good… after all – it’s US!

    I laugh, cause we are as guilty as anyone. As I tell our team – treat ourselves as our best customer.

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