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Data quality news

Address management 'should be a top priority for businesses'

Jul 1 2010, 16:04 PM

Address management should be a high priority for businesses, it has been suggested.

Writing for UtalkMarketing, Jo Bell, Director of Mortascreen, said that having up-to-date information is essential for direct marketing campaigns.

"You wouldn't eat bread that was out of date or stale, so why would you use old data? If you cannot trust your data, your direct marketing campaigns will not achieve success and there could be knock-on effects for the brand," she commented.

Ms Bell said it is important that companies invest in data hygiene solutions so that they can accurately target the right individuals and build up long-lasting relationships.

She added that address management is even more important given the current economic climate, because marketers need to ensure that their campaigns are as effective as possible.

Royal Mail announced earlier this month that its National Change-of-Address system has been revamped to make it more responsive and accurate.

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