Here is a little word play…not quite rhymes… with some ideas of how I think you should build, maintain and keep your database clean:

AGGREGATE data from multiple platforms —this will give you a more complete picture of all your prospects, your customers, the holes you need to fill, improve your targeting, etc.

UPDATE existing records with internal and external demographics and behaviors—use progressive profiling to learn more about your customers. You can also append from outside sources for corporate demo, such a SIC codes.

INFLATE the size of your database with new engagement efforts—use paid social, purchase leads, cross-promote with alliances.

ILLUMINATE key segments to find new sales opportunities—improved analysis tools can help you to identify new products/services you can offer, based on customer purchase trends and emerging demo groups

ACTIVATE dormant names with monitored re-engagement efforts—inexpensive to do online, but watch your opens and clicks carefully.

EVALUATE results to improve future offerings—testing in your offer can also help to learn more about your customers.

AUTOMATE marketing efforts, to update, build, cross promote.

If you break down your database project into simpler steps like these, it will be more manageable.  Less overwhelming, if you are just starting.  The verbs in here surely lighten up what can seem like a monstrous task.

The journey continues. Cindy