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A data quality strategy 'is vital for businesses'
Jan 19 2010, 11:25 AM
Data quality is vital for businesses when it comes to marketing and customer retention, it has been claimed.
Writing for Information Management, Joel Curry noted that without a data strategy, companies are likely to struggle with their campaigns and fulfilling the expectations of their clients and customers.
However, he suggested that there are a number of simple steps businesses can take to improve their data quality.
Companies should, according to Mr Curry, make an effort to track mail deliverability.
"By creating a process to track returned mail and email bounces, organisations can monitor data accuracy and update where necessary," he commented.
Other tips include verifying information before it is entered on to the database and "staying on top of data capture best practices".
Writing for itoimedia.com, Josh Gordon recently pointed out that the more accurate information a business has about its customers, the more successful its promotional campaigns will be.
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