E-commerce companies: Gaining the upper hand in the competitive market with data cleansing & management.

Keywords :

E-Commerce Sales Booster Small & Medium Businesses Sales & Marketing
  • 3 min read

Industries all around the globe have witnessed a major shift in their decision-making processes by steering the focus towards data-driven marketing, operations, and other efforts. Data Analytics has established its positions as a clear differentiator between companies that have observed a greater ROI from their efforts and the ones that are yet to onboard themselves onto this fast-moving revolution.

However, before businesses can come close to leveraging their data to generate usable insights, they would have to ensure the quality of their data, the management of which accounts for major resource allotment in companies considering the value it holds.

E-commerce companies are not any different when it comes to keeping their data free from errors, irregularities, inconsistencies and context sensitivities due to an international customer base, especially when it all plays a crucial role in shaping their marketing, sales, customer service and operational efforts.

Here are a few ways data cleansing extends an undeniable advantage to companies in keeping their processes optimized.

Benefits of data cleansing for E-commerce companies

For any E-commerce company to be equipped with the ability to analyze any shifts in buyer's behaviour, nurture leads effectively and respond to change in customer dynamics; data cleansing is essential to ensure insights unaltered by inaccurate data.

  • A better understanding of customer base

    Having correct data of the existing customers can be a game-changer for E-commerce companies. It can be utilized to create insights related to buyer's persona, preferences, and behaviours that will ultimately help in honing the target audience. Most importantly, correct data wherein noticeable patterns can be analyzed can play a very important role in enabling personalized communication for customers.

  • Reduces redundancy in your business

    The absence of unclean and duplicate data allows E-commerce companies to not experience redundancy in their efforts. Such as sending the same E-mail to the same person, which can cost a company their reputation, time and money.

  • Avoiding inaccurate marketing efforts

    Suppose the data of an E-commerce company is outdated, inaccurate or inconsistent. In that case, it can lead to non-optimal decisions related to marketing, including decisions related to customers' preferences, what drives them and more. This eventually causes the business to miss out on better returns from their investments and prospective leads.

  • Improved strategies with accurate reporting

    Accurate data will provide a real picture of what is working and what is not rather than providing a vague idea that creates more problems rather than solving them. The foundation of a better strategy lies in analyzing quality data.

  • Building better customer relationships

    For big E-commerce corporations with multiple product offerings, it becomes very important to provide a personalized experience for different customer segments to maintain their brand image, reputation and customer retention at an all-time high. A better relationship with their customers would only be made possible by better understanding them through quality data to tailor their efforts to be suitable for them.


Facts ' n' Data turns empowers the decisions of CxOs to be better and data-driven through our advanced analytics solutions and proprietary algorithm that utilizes the latest tools and techniques to deliver insights that companies can rely on for their growth. Our Data Cleansing Tools enables businesses to save their time, efforts and investments from being wasted due to bad quality data.


V Shekhar Avasthy

Shekhar is the Chief Data Scientist & Principal consultant for Facts'n'Data. Shekhar holds two master’s degrees - one each in Marketing Management and Pure Physics. He has over 25 years of experience in Advanced Analytics and Marketing Research, chunk of which has been with leading MNCs in leadership positions. He set up (from scratch) the Software & Services Research practice at IDC (year 2000), Media & Advertising Research firm CyberMedia Research (2003) and conceptualised established Data Analytics practice at Xansa – now known as Sopra Steria - (in 2005). He has also co-authored a Research paper on “Measurement and prediction of solubility of petroleum waxes in organic solvents” that got published in prestigious Journal, Fuel, (Vol 76, Issue 7, Page 625-630, 1997), while recording a phenomenon that was not visible to naked eye until then. He also served as National Consultant (India) to United Nations International Development Organization (UNIDO). Between years 2000 and 2005, he was extensively quoted i

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