Listenpflegen
Listenpflegen, German for "list maintenance," denotes the set of activities and processes used to keep lists—such as customer, subscriber, or contact lists—in information systems accurate, complete, and up to date. It is applied in contexts like customer relationship management, marketing automation, data governance, and media planning, where high-quality lists are essential for targeting, personalization, and compliance.
Typical activities include updating records when individuals change personal data, removing invalid or unsubscribed contacts, and
Listenpflegen is often governed by data governance frameworks. Roles such as data stewards or data owners define
Practitioners use CRM systems, marketing automation platforms, contact databases, and data quality tools to automate parts
Listenpflegen thus represents a foundational activity in data management, bridging technical data operations and organizational governance