Your database is one of the biggest assets of your sales and marketing organizations. Similar to your car, your database needs regular tune-ups. Marketing databases are complex collections of processes, technologies, and data that are constantly in-motion and adapting to various business requirements.
Database marketing professionals recommend a database audit every 12 to 18 months as a review of how well the database is performing. Much like a car inspection, the database audit can turn up some serious issues as well as find some great ways to save money and improve database performance.
Whether a company manages their own database or outsources it to a database service provider a database audit provides a roadmap on where the database can be improved and where database performance can be improved. DigiVerum provides an unbiased, independent review of your company’s database solutions to help identify database issues before they become critical errors.
DigiVerum uses a consistent auditing process that examines database design, data collection, data processing, data quality, and merge/purge routines. The goal is to look at what the database is used for and assess how well it is accomplishing those tasks.
DigiVerum's Approach
Our approach involves 3 phases:
- Interview Key Stakeholders
- Data/Structure/Process Analysis
- Reporting and Implementation
DigiVerum's Audit Areas
Our process includes analysis of the following areas:
- Database Utilization and Strategic Asset Assessment
- Data Accuracy Analysis
- Relational Integrity Analysis
- Key data element coverage
- Channel deliverability vs Industry Standards
- Response Rate Analysis vs Industry Standards
- Vendor Service Level Agreement Reporting
- Toolset Integration Analysis
- Policy and Legislative Compliance Analysis
- Recommendations for Improvement. This includes a roadmap to be used to improve upon areas of weakness
Conclusion
DigiVerum recommends conducting a database audit every 12 to 18 months. It is critical to use an independent company that has experience managing similar databases, has a defined audit process and has the resources to manage the process in a 2 month time frame.
If you would like to arrange an audit of your company’s marketing database please contact Chris Gunzenhauser at chris@digiverum.com