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Data cleaning 'maximises marketing potential'

Rachel Wheeler Archive
Address cleaning is essential in allowing firms to make the most of the marketing strategies, it has been claimed.

According to data integration services provider Informatica, high quality customer data is a prerequisite for many business imperatives, such as new customer acquisition and customer retention.

Ivan Chong, general manager of the group's data quality business unit, commented that improved data quality also leads to reporting and business intelligence and operational efficiency initiatives, including master data management and achieving a single view of the customer.

Peter Caswell, chief executive of software services provider Siperian, added: "With improved reliability of address data, companies can finally benefit from their critical marketing processes and efficiently and cost-effectively attract new customers."

He went on to say that the facility also enables firms to decrease the amount of returned mail, leading to lower operational costs.

Earlier this month, business support company Cloudera stressed that database management systems must develop in order to adapt to the new generation of information-intensive applications.