Why bother with data cleansing?
If you don’t bother with data cleansing then the audience you are targeting with your marketing message could be so badly out of date that it could be worthless. No matter how much information you send out you need to ensure that the right people are receiving it. It is so much more cost effective to concentrate on reaching the right people than simply blanketing a non target audience. Another benefit of customer data cleansing is that it gives you the opportunity to identify what your customer actually wants, enabling you to take advantage of current market trends.
