18 self appraisal questions to access your data properties:
- What is the purpose of customer database for your organization? Is it for marketing, sales, executive decision, etc.?
- How much customers do you cover in your current customer database?
- What is the tolerance limit you've set for duplicate records?
- What are the various sources of data? email, fax, direct mailing address, phone, social profiles etc.
- Is there a single view of your customers?
- Does your data contain prospects as well as customers?
- Are there data schemas available for the different data sources?
- What online data are you tracking from online is available from web activity?
- Do you track transaction history in your data?
- Do maintain data through external partners or vendors?
- Are you currently maintaining customer church status?
- What efforts do you take to cleanse bad data? Who owns this process?
- what percent of email addresses are available on the database?
- Which channel of communication is widely used in marketing?
- Do you append firmographics or demographics to customer/prospect data?
- Are you using data for retention and acquisition programs?
- How frequently is the data updated?
Questions above give you a blueprint to manage your data or gives you snapshot on data usage in your business. Answering these questions will give you direction to develop higher level of understanding on data properties used in business.
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