Marketing is a creative enterprise. But it is also a data-driven enterprise. And any data driven enterprise needs clean data to work effectively.

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Photo by Franki Chamaki on Unsplash

Data analysts and professionals recognize the importance of cleaning your data. But it might not be obvious to Marketing professionals.

Here are 5 reasons why your marketing effort needs clean data

1. Duplication

Customer and user duplication might be the single most important reason to strive for clean data.

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Duplicated Records

In the above example, it’s clear that both records belong to the same customer. But without properly cleaned data, any marketing software will read those as two unique records.

So if you are running an email marketing campaign on this dataset, Dr. Strange will get two emails when he should have only received one. …

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