Best Practice Report

Contact Data Retention And Deletion Policy Considerations

March 4th, 2020

Summary

Many organizations focus contact data efforts on expanding their database but don’t review contact data records regularly for validity, health, and ongoing value to driving business. Adopting formal retention and deletion procedures helps organizations reduce storage and maintenance costs, improve the effectiveness of tactics leveraging data, and ensure compliance with privacy laws. Data stewards must drive higher-quality contact data management and delete data that is no longer valuable. In this report, we discuss steps organizations should take to implement an efficient marketing contact data retention and deletion policy and provide practical guidance on execution scenarios.

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