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Data quality 'integral to direct marketing campaigns'
Dec 3 2009, 10:03 AM
Data quality is a very important element of a successful direct marketing campaign, an industry expert has avowed.
In an article on online resource Marketing Week, Stuart Johnson, UK managing director of Experian QAS, explained that while direct marketing initiatives are multifaceted and many different factors can play a part in their success, data quality is very much one of these drivers.
He noted that by ensuring data is of good quality, those keen to create promotional and marketing strategies will be able to develop plans that are "far more engaging" than those that make use of poor-quality information.
"While data quality might not be the only way to improve direct marketing, it is definitely a good starting point for creating a successful campaign," Mr Johnson concluded.
In recent days, sector commentator Navin Sharma told ZDNet.com that businesses should consider their corporate data to be the "foundation" of their enterprise.
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