Data Cleansing and Enrichment – ​​Enhance your sales and marketing strategies

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Imagine the following scenario: your company wants to carry out a specific sales campaign to reactivate customers. But the telephone number provided no longer exists or the email address has been deactivated.

What to do?

A good alternative is Data Enrichment and Cleansing ! The vnpay database consists of adding or updating registration information , contributing to all of your company's operations. After all, with correct data in hand, it is possible to optimize marketing, prospecting and collection actions.

Below, we list the main benefits of keeping your database up to date! Enjoy reading!



Start the process by cleaning your database



Good work on updating your registration data keeps your company's database always organized and qualified. This way, whenever necessary, you will have access to strategic information about your customers to boost sales.

The ideal is to start the process with Cleansing, that is, a detailed analysis of the data that is already part of your database. Among the factors to be observed and edited from your list are:



Identification and deletion of duplicate, invalid or incorrect data;
Standardization of information – address, telephone and email formats, for example;
Recovery of data that is not present in the registry – neighborhood, city and state of the client, among others;
Elimination of any blank spaces, special characters, as well as standardization of the text present in the spreadsheets (upper case, lower case, etc.).


This database “cleaning” process is essential to identify what information you will need to search for in the next step: Enrichment !



Enrichment: complete your list of registration data in a qualified way



After removing all invalid and incorrect information from your database, it's time to find qualified customer data and improve your communication actions!

Enrichment is used to complete your registration data spreadsheet, by cross-referencing the information your company already has (CNPJ, name, telephone number and email, for example) with that present in public sources.

These include credit bureaus, the Federal Revenue Service, the Treasury Department, the IBGE, Caixa Econômica, among others. The ideal is to carry out enrichment regularly, especially since contact information can be changed constantly.

But be careful: personal data can only be accessed when its purpose is respected. In other words, for credit analysis, studies by research bodies, compliance with legal obligations and execution of contracts to which the data subject is a party. The processing of information must always follow the General Data Protection Law (LGPD) .



Read also: “ Business Intelligence X Market Intelligence – Why does your company need to apply both? ”



Benefits of data enrichment and cleansing



From sales to collections, a constantly updated database contributes to all of your company's operations. Among the main benefits are:



Creation of a database compatible with reality, providing greater assertiveness to commercial and marketing actions ;
Optimization of the collection process , facilitating contact between the responsible team and the defaulting customer;
More chances of recovering credit, avoiding significant financial losses;
Updating registration data to resume contact with inactive customers;
Promotion of offers according to the profile of each consumer, because when there is sufficient information it is possible to segment your contacts according to interest profiles.