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Data quality 'important in enhancing relationships'
Oct 5 2009, 09:40 AM
Data quality plays an important role in the extension and enhancement of customer relationships, it has been asserted.
In an article for online resource ClickZ, industry analyst Heidi Cohen explained that such information can be important in learning more about clients and whether or not they could be prime targets for new products and services.
She stated that by keeping customer information up to date, businesses have the capacity to find out more about their interests, habits and other motivations.
"Also, leverage the information you have about your existing readers. Direct marketers, who have faced mature market factors longer, have found ways to accomplish this," Ms Cohen continued.
She concluded by urging organisations to leverage customer data responsibly, by obtaining consent where necessary and acquiring lists legitimately.
Earlier this month, Ciaran Deering, Head of Online at advertising agency TCS Media, noted the important role that data quality plays in the development of web advertising strategies.
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