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Improve data-driven efforts with address management

Rachel Wheeler

March 20, 2013

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Data has generated a massive amount of buzz as a way for companies to improve myriad outcomes. For marketing teams, this involves sending targeted content to only those customers who are likely to follow calls to action. In the nonprofit sector, it means reaching out to donors to improve fundraising initiatives. However, both of these efforts can be impacted by poor data quality.

For instance, marketing teams might find their efforts don't generate the return on investment they expected. While there are many factors that lead to this outcome, Business 2 Community suggests that they might be spending money on ads that people don't want to receive. Some websites require people enter contact information as an opt-in to receive special offers, reports and other incentives. If host sites don't employ an address management system, they might find their contact lists include false names or invalid email addresses. The source explains that some customers will falsify information to avoid getting promotional messages their inboxes.

Then, companies might discover that while their customer databases are stacked, they contain useless information. This is why it's also advisable for organizations to perform a thorough cleanse, according to the Nonprofit Quarterly.

"The best databases are current, complete and easily shared and customized," Shannon Duffy,  Data.com's business unit vice president of marketing, told the source. "If you're a marketer or development officer, you're going to spend a great deal of time building a list of contacts. You need an accurate database so that you can spend time focusing on campaigning versus trying to find the right person to hear the message to begin with."

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