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Data quality issues must be addressed before starting marketing campaigns

Rachel Wheeler Archive
Database management has been highlighted as being the most important factor in determining the success of any one-to-one communications campaign, an expert has suggested.

Writing for Quick Printing magazine, Phil Rose drew attention to the fact that mistakes incurred during interactions with potential customers such as incorrect address data or misspelling can have a profound impact on businesses.

Mr Rose claimed that the best way to ensure that information is correct is to implement a data cleansing service to remove duplicate data and ensure that house style is adhered to.

In addition, the expert recommends that a plan is developed to ensure that organizations continue to monitor the cleansed database to prevent it from slipping back into a state of disrepair.

"Data management is a critical task before, during and after every campaign," Mr Rose noted.

"We have all, at one time or another, received personalized direct mail with a name misspelled or an irrelevant offer … these communications can damage the reputation of the organization sending the communication."

The Electronic Commerce Code Management Association recently released a white paper which suggested that businesses employ data cleansing measures to help improve their data quality.

Posted by Richard Jones