Address data 'the key to integrating customer information'

Email address data can help to provide companies with a 360-degree view of their customers.

This is the view of Suzanne Shaughnessy, senior account executive at FreshAddress Inc, who says that email address data is an excellent place to start when integrating information.

Writing in a guest article for marketing strategy magazine BtoB, Ms Shaughnessy says that with so much information being stored in different silos throughout organizations, it is hard to be effective in a truly multichannel environment.

However, the expert believes that simple email enhancement programs can use address data to collate this information and improve the customer experience.

"Removing and updating problematic data … is the first step in 'desiloing' your database, organizing the email portion of the data and unlocking links with data in the other silos," she writes.

Gartner's 2011 Hype Cycle recently identified the storage and manipulation of raw information as a big growth area in the technology sector.

Posted by Richard Jones