Skip to main content

Address data quality 'a key problem for companies'

Rachel Wheeler Archive
Posted by Richard Jones

Address data quality is an essential topic for companies to tackle if they are to get the most out of their direct mail campaigns, an expert has claimed.
Rick Sherman, founder of Athena IT Solutions, warned Smart Data Collective that many issues are only detected when systems are tested immediately prior to going live.

He warned that the two mistakes many companies make are defining data quality too narrowly and assuming that the responsibility for data quality lies with the source system.
Mr Sherman said: "Bad data is certainly a problem, but it isn't the only problem. Good data quality programs also ensure that data is comprehensive, consistent, relevant and timely."
He added that a key step should be to ensure that the project undergoes a thorough pilot that has a good scope, as this provides the bigger picture.
Last month, Ruby Ring Technologies' Anthony Torreso told that records management security is essential for companies.