Marketing and Data Decay Keeping a Current Database
What is data decay? Find out how it affects the key infrastructure of a database and InFynd’s solution to prevent data decay.
Data decay or data degradation describes the gradual decrease of quality data within a system. Data decay can affect key elements within the infostructure of a database. This relates to elements such as important company information, contact information, profile accuracy, personal details and more. As a result, a software data repository risks becoming outdated and can lack validity if data decay is not avoided.
Relevant, real-time, current and accurate are often terms you’ve probably heard or used to describe the unique selling points of a companies SaaS database. It is important to note how promoting accurate data came to be and why data decay occurs so rapidly. Lastly, integration and interaction are known to be some of the strongest techniques that combat the occurrence of data decay and help reduce or prevent it’s impact.
Like anything in the world, change is a large factor in why data can decay. Information, updates and other circumstances impact what happens to the data stored in a database and use of multiple systems could likely cause degradation. Obvious factors of change that affect a database is the daily change in the livelihoods of people around the world. Names, contact info, records and other information evolve as people progress through life. This has an inevitable impact on databases and systems but has also left space for innovating how data is kept relevant.
Integrating marketing automation is an effective tool that can resolve or reduce the occurrence of data decay. Make up for lost contacts by utilizing inbound marketing to generate a consistent flow of leads. This can be done by running successful campaign using automation techniques that bridges engagement between your business and customers. Consider some of the unique benefits your company offers for its target audience and maximize on this not only to bring in new contacts, but encourage your current base to keep in touch.
Combating data decay can also be done by interacting with your customer base regularly and authentically. Maintenance to your CRM should include meaningful programming that engages your consumers. This could include webinars, resources, eBooks and other content that maintains engagement and retention. As data decay can have a large impact, it is critical to use integration and interaction as a tool to fight degradation. With these techniques, your software can be sure to keep relevant and up to date.
