High investments directed towards sophisticated strategies, persuasive texts, and creative campaigns don’t always translate into the expected results. This frustration, quite common in the market, is often not related to execution quality but rather to a frequently overlooked element: outdated contacts.
More than just a database, a qualified, active, and reliable contact base is the true foundation of any successful corporate campaign. Ignoring this can compromise not only the execution of actions but also the relationship with the target audience and, consequently, the return on investment (ROI).
Managers and decision-makers recognize the value of data as a source for strategic actions. However, having a large volume of information is useless if there’s no guarantee that this data is accurate, valid, and up-to-date. According to a Validity study, 75% of respondents state that approaches based on inaccurate or outdated data lead to customer loss and make it difficult to accurately measure the results of actions.
The problem goes beyond incomplete records or typos. The real bottleneck lies in the lack of follow-up in the communication journey. Many contacts return to the relationship cycle after a period of inactivity but through different numbers or channels. Failing to recognize this pattern prevents the company from adjusting its actions in real-time and hinders the ability to seize opportunities. Without continuous validation and proper integration between data sources and the channels that consume them, the database quickly becomes obsolete—even if it appears extensive.
The absence of data governance and mechanisms that prioritize the correct number for each CPF (Brazilian tax ID) has direct impacts: poorly targeted campaigns, ineffective attempts, wasted budget, operational rework, performance loss, and, in more sensitive cases, damage to customer relationships due to repeated or incorrect contact attempts.
Additionally, the lack of intelligence about return behavior—how and when a customer re-engages—prevents the development of more effective re-engagement strategies. The result is an operation that indiscriminately tries multiple numbers for the same CPF, consuming resources, team time, and risking legal issues, such as violations of Brazil’s LGPD (General Data Protection Law) for improper contacts.
Although it seems like a complex problem, this scenario can be reversed with methodologies that prioritize the intelligent use of data. The key lies in directing efforts to the validated number, with the highest probability of response and aligned with the relationship history of that CPF. Having an enriched, updated, and strategically built database is essential to ensure the message reaches those who truly matter—on the right phone, through the right channel, at the right time.
In this context, technology plays a central role, not just as a validation tool but as part of a continuous relationship structure. Models based on inference and behavior, combined with daily feedback systems, turn the contact base into a live asset—capable of learning from data and continuously improving.
More than identifying whether a number is active, it’s crucial to recognize which contact has the highest potential to generate results. This means reducing attempts, increasing effectiveness rates, protecting the brand’s image, and offering a more relevant customer experience.
The use of data-driven decision layers is what sets high-performing operations apart from those that merely blast messages to everyone. That’s why it’s essential for companies to adopt models that don’t just clean data but also learn from it. What worked? When did it work? And what can work again?
Treating the contact base as a strategic asset—integrating external sources, historical behavior, carrier validation, and channel preferences—is the surest way to generate real value. After all, no one likes to receive communications that don’t align with their current situation or profile. Just as excessive attempts harm the customer, they also harm the company.
Avoiding this kind of damage requires consistency, intelligence, and structure. A live database is one that evolves over time, adapts to customer behavior, and delivers value to both the sender and the recipient.
Silvio Filhois an expert in Analytical Intelligence, specializing in Contact Data and Customer Journey Modeling at Pontaltech, a company focused on integrated solutions for VoiceBot, SMS, email, chatbot, and RCS.
