Businesses must ensure that they constantly monitor consumer data files to ensure that data is current and correct, it has been suggested.
According to Peg Kuman, who was writing for DMNews, poor database management can lead to bad data quality and inaccurate client information.
Ms Kuman advised that organizations should append their data on a regular basis to ensure that it remains up-to-date and improves the chances of future positive customer engagement.
"Missing data, stale or inactive files, data kept in silos within enterprises and inaccurate data entry are all sins that can creep into the database and wear down the success of prospect and customer engagement initiatives," Ms Kuman wrote.
"Depending on the application, such data mishaps can even undermine a brand."
Furthermore, the marketing expert highlighted the importance of data confidence for companies as something that needed to be a primary focus.
Earlier this year, Quick Printing magazine claimed that data quality issues must be addressed before marketers implement one-to-one communications campaigns.
Posted by Rachel Wheeler