A prospect database should be cleansed on a regular basis. The data protection requirements are that reasonable steps should be taken to keep the data updated, which is typically translated as a full refresh approximately once per year.
In cleansing a prospect database additional variables and valuable profiling fields can be appended to the file. These include industry classification (SIC codes), premise types and employee size. With this information appended the results of a marketing campaign can be measured and analysed. Further benefits of cleansing your marketing database include the removal of dead business records, plus the updating of contact names and telephone numbers.
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