If you’re not actively paying attention to your data quality, you might pop into your CRM one day and say to yourself, “Wow. When did so much of my data go bad?”
Unfortunately, you were a victim of data decay, a process that affects all data, in which it will inevitably go bad through no fault of your own. Be it through changed contact information (phone numbers and email addresses change over time), changed job position or titles, or in some circumstances like marriage, changed name.
Since these factors are universal constants, data decay is never going to stop affecting your database. In fact, it’s only going to get worse over time. Data decays at a rate at 22.5 percent per year. In a CRM with 100,000 records, without any action, 22,500 of those records will go bad in a year. This should be an alarming magnitude of records.
The only way to stop this is to be proactive with your data and keep it constantly updated to reflect the most recent and accurate contact and firmographic information that you can get. If nothing is done, your data is just going to continuously decay and if even if you try to compensate by adding more records to make up for the ones that decay, 22.5 percent of those new records are still going to go bad in a year or less.
The solution that you’re looking for is data enrichment. With data enrichment, you can actively update your pre-existing and even incoming records to make sure they’re up to date with the most recent information, which will turn records that have already decayed back into good data. Enriched data will help to increase engagement, deliverability and conversion rates.
RingLead DMS Enrichment is a leading data enrichment service that can enrich your database in list or in batch all in real time. DMS Enrichment can append direct dials, mobile numbers and verified email addresses so you can connect with the right person at the right time. DMS Enrichment is the best way to bring your decayed data back into working shape.
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