Blogs OMI Blog 9/22 Data Cleansing Case Study

Written by Paula Chiocchi on 2021-09-22


Maintaining an accurate database is a challenge for businesses of all sizes. Especially considering the many external factors in the past 18 months—increased layoffs, new remote working locations, and now the Great Resignation. But a database of 60 million B2B prospects and customers, with data pulled from 6 different external data providers and three CRM sources? That’s a challenge on a completely different level.  


That was the starting point for one of our clients. With unprecedented employee turnover causing prospect data quality to reach new lows, this Fortune 25 telecom provider turned to OMI for a database overhaul and the results were dramatic:


  • In the first batch cleanse, 6 million businesses and 13 million contacts were removed. The second batch clean purged another 1.5 million businesses and 5.5 million contacts.
  • 27% of email addresses were removed due to hard bounces (meaning those email addresses were no longer active due to causes such as employee turnover and name changes) and 9% were identified as spam traps.
  • Through regular maintenance and cleansing, the client’s records have reached 60 million with 95% accuracy—a level of accuracy that OMI continues to maintain as the telecom provider relies on our ongoing cleansing service.


As OMI doubled-down on data cleansing for this leading telecom provider, we worked on updating the quality and validity of email lists and on increasing email deliverability and engagement. Our efforts resulted in further benefits for the client: They were able to renegotiate data rates with third-party providers based on accuracy. Read more in the full case study here.


Top Takeaways

In today’s changing business and economic environment, B2B companies big and small need to ramp up database cleansing to have accurate contacts to fuel omni-channel campaigns. OMI’s B2B database has more than 78 million contacts and 18 million companies, with an emphasis on maintaining Small-to-Midsize Business (SMB) and Small Office-Home Office (SOHO) data. Our rigorous cleansing process not only removes but can also replace bad contact data with accurate fresh data, including email addresses. This strengthens the accuracy of the full record and the contacts associated with it.


You can’t undo the decay that’s happened—and is still happening—to your prospect and customer database. But you can take steps to get rid of the bad data and rebuild with new, accurate third-party data.


Contact us today to learn more about data cleansing for your business—however big or small.



Outward Media’s proven data cleansing services and targeted, accurate B2B data can enable you to achieve better digital marketing ROI and, ultimately, convert more prospects into customers. Go here to find out about leveraging our SMB and medical market data on the LiveRamp Data Marketplace.


Our Databases & Services

B2B Living File Database

B2B Healthcare Database

Email Marketing Campaigns

Data Cleansing

Intent Monitoring

Identity Graph