Monthly Archives: May 2019

Data quality is an important driving force behind marketers’ technology use. If they aren’t able to use address management solutions to ensure that consumers’ mailing addresses, emails and phone numbers are recorded accurately, then they won’t be able to effectively measure the efficacy of their promotional efforts. They also won’t be able to prevent fraud.

Every organization should have an interest in data quality.

Many firms emphasize data quality because of the perceived importance of big data - the general consensus is "more is better," and corporate IT departments often work tirelessly to amass as much information on consumers as possible. But lately, another school of thought has begun to emerge. Perhaps size doesn't matter - it's not the amount of information in one's database that counts, but rather, its accuracy and relevance that matters more.

In retail, the "silo problem" is especially worrisome.

Perhaps the best direct marketing outlet of all is social media.