How to Deal With Bad Data

Every company suffers from the effects of bad data now and then. After all, not every piece of marketing content can drive high volume traffic to your site.

Bad data is so-called because it interferes with your ad targeting. It also inhibits your reach and prevents you from achieving the results you want.

But, the question here isn’t why bad data is bad, it’s how do you deal with it? If you bear the following points in mind, you can deal with bad data better than ever before.

In doing so, you can achieve your marketing strategies and make the most out of your ad campaign.

Gather New Information

In the world of display marketing, outdated data is of little use. Indeed, it doesn’t make sense to rely on historical information when trends change every day.

The biggest disadvantage of relying on outdated data is that it’s often inaccurate. What was true for your audiences’ preferences yesterday might not be true today.

Spending time and other resources on improving your products based on inaccurate data can cost you. Think about it, how much would it cost you to redo your marketing campaign all over again if the existing one is outdated?

One of the reasons why companies end up with outdated data is that they fail to segregate consumer profiles. To save time and money, these companies project the preferences and buying patterns of one user onto their entire audience.

This mistake can exhaust your marketing budget on an efficient promotional campaign. Assuming a customer’s needs and preferences through projection could throw your ad targeting off-balance.

After all, it doesn’t make sense to assume that all of your customers want the same thing based on what one of them wants. Perhaps the sample you’ve chosen is an exception, not the rule.

You can improve ad targeting and messaging by personalizing your targeting. This targeting is possible with the help of up-to-date information on marketing trends.

You can then match the latest information you have on hand to your customers’ demands. Predictive analytical tools can help here.

These tools craft profiles for your customers based on the information they gather online. So, you can build your campaign around genuine rather than fake or projected user profiles.

Prioritize Data Access

Another reason why marketing campaigns sometimes fail is that not all relevant parties receive access to important data. These relevant parties include employees within your company, PPC experts working with you, etc.

Not giving these individuals access to relevant data could slow down the execution of your marketing campaign. More often than not, employees in different departments or different teams don’t have access to the latest information.

For instance, your sales and marketing teams may not have access to the same customer data and analytics. Lack of effective communication often leads to such a scenario.

Sometimes, privacy and data laws play a role in inhibiting the passage of data too. This problem often arises in MNCs having different branches in various countries or regions.

Besides, transmitting data across several channels can lead to some amount of data loss. This loss could turn what starts as good data into bad data.

But, there’s a way to prevent this process. First, you can use a common database to upload all relevant information regarding marketing and sales.

So, consumer profiles, preferences, sales trends, ad analytics, etc. can take up space on this database. Second, you allow all related parties to access this database whenever they require.

Having this information at their fingertips will allow them to make quicker and better-informed decisions. Such decision-making will lead to an effective marketing campaign.

But, there’s a catch here. It’s a good idea to have a large database with common access to relevant marketing information. It makes little sense to give users access to this data without proper organization, though.

You can take professional help or use online software to sort your information out as you upload it to your database. In this way, the users of this data can save time and money they’d otherwise spend on sifting through this data.

Also, organized data is often more meaningful to users. Such data contains precisely what users need to strengthen your marketing strategies.

Improve Data Governance

You need good data governance policies to keep your data safe and accurate. If you don’t, you risk the slow expansion of your marketing campaign.

This slow expansion could limit your sales opportunities in the long run. After all, you don’t want your competitors to get ahead, do you?

The lack of good data standards can impact how well your ad campaign performs online. It also impacts how fast you can adapt your campaign to changing market trends.

Many companies wishing to expand to new territories or markets grapple with this challenge. Privacy and data security are some of the concerns plaguing such companies.

There are tools available online to help you deal with the same. These tools allow you to regulate data privacy rules within your organization. They also help you align your data policies with those of the region and market you’re operating in.

So, in other words, these tools help you organize your data according to all relevant data and privacy policies. You should ensure everyone working with you complies with these policies.

The parties that should comply include third parties with whom you share customer data. Also, you need to ensure customers are aware of your data-sharing policies. Doing so will help you avoid legal or ethical troubles.


You can nip bad data in the bud before it wreaks havoc in your marketing plans and strategies. With these tips and tricks in mind, it should make the process easier.

Remember, bad data only turns bad if you don’t take adequate preventive measures to stop its transformation from good data.

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