So that the addresses and data are not outdated or incorrect within a short time, a concept to guarantee the ongoing maintenance of the data needs to be developed:
- Is it necessary to already intervene at the data source? This means tampering with the operatinonal system and / or the creation of appropriate organizational conditions for all data-generating sites (eg customer service at the address input) generally.
- Is it desired that continous data cleansing should be accomplished while transfering of data from the operatinonal system to the marketing database and vice versa? Using a fixed set of rules it is possibly to implement according routines which ensure data integrity.
- Also possible is the integration into existing ETL processes.