Just like your home or office, your data needs a good spring cleaning. Over time, databases get cluttered with outdated, duplicate, or inaccurate information that can slow down operations, muddy insights, and cost you money.
Whether you’re a marketer aiming to sharpen your targeting or a data team prepping for a digital transformation initiative, now is the perfect time to tidy up. Here’s how to start:
Begin by understanding what data you have, where it lives, and who uses it. This includes everything from CRM records and marketing databases to customer support logs and product usage data.
A data audit isn’t just good practice—it’s essential. According to Data Ladder, only 14% of organizations have achieved a 360-degree view of their customers. Without clarity on your data landscape, it’s impossible to deliver unified experiences or effective campaigns.
💡 Tip: Document all data sources and identify any overlaps or gaps. A clear inventory lays the groundwork for efficient cleanup and smarter governance.
Duplicate records are one of the most common culprits of bad data. They confuse systems, distort metrics, and can even lead to double outreach in marketing or sales.
In fact, 91% of companies say poor data—including duplicates—directly impacts their revenue. Deduplication isn’t optional; it’s critical to performance.
🧹 Use deduplication tools or match-and-merge rules to find and consolidate duplicate entries, especially in contact databases.
Inconsistent formatting (like state names written as “NY” and “New York”) and typos can derail data quality. Standardize naming conventions, date formats, and other key fields.
Still, only 44% of organizations trust the quality of their internal CRM or ERP data enough to fully leverage it. That means most companies are making decisions based on flawed inputs.
🔧 Automated data hygiene tools can help validate and correct addresses, phone numbers, and email formats in bulk.
People change jobs, move, or switch emails all the time. If your data isn’t regularly refreshed, you’re likely marketing or selling to a ghost.
B2B data decays at a shocking rate—up to 70.3% annually, according to SciLeads. Outdated data isn’t just inefficient—it can seriously hurt your pipeline.
📅 Schedule routine enrichment or verification to keep data current—especially for contact and account info.
Check who has access to what data. Too many open doors can lead to data misuse or compliance risks.
The Verizon Data Breach Investigations Report found that 59% of breaches involve internal actors—often due to over-permissioned access. Keeping permissions current is a must for both security and compliance.
🔒 Revisit role-based access and make sure sensitive information is protected and only available to those who need it.
Siloed data across tools and departments creates blind spots. Consider integrating systems or building a centralized customer data platform (CDP) or data warehouse.
Disconnected data isn’t just inconvenient—it’s expensive. A SnapLogic study estimates U.S. and U.K. businesses lose $140 billion a year due to data fragmentation.
🌐 Unified data not only improves accuracy but also boosts collaboration and delivers better analytics.
Spring cleaning shouldn’t be a once-a-year effort. Set up regular checks to maintain the quality and integrity of your data.
And it pays off: organizations that proactively manage data quality see up to 70% better business outcomes. Good data hygiene drives performance across marketing, sales, and operations.
📈 Build data hygiene into your workflow—automate what you can, and assign ownership so it doesn’t fall through the cracks.
Clean data is smart data. It empowers your team to make faster decisions, personalize effectively, and trust what the numbers are saying. As the flowers bloom and the days get longer, take this opportunity to refresh your data strategy—and set yourself up for cleaner, clearer outcomes all year long.
Want help with your data audit or cleanup strategy? Let’s chat—we love a good spring refresh.
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.