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Improve data quality and 'boost ROI'
Jun 30 2010, 11:40 AM
Direct marketing professionals looking to improve sales, strengthen their brand and get a better return on investment (ROI) have been advised to improve the quality of their customer data.
Writing for DNMNews, Doug McCrea, a Board Member at AcquireWeb, noted that marketers have more chance of success when their messages are properly delivered.
"However, improving the quality of existing customer data – particularly with up-to-date email addresses – is sometimes a daunting task," he commented.
Mr McCrea added industry studies show that around 30% of people change their email address over the course of the year.
Writing for Smart Data Collective earlier this month, industry commentator Sundeep Kapur said direct marketing professionals should not assume that information collected before the economic downturn still holds true.
He added that companies should focus more attention on customer behaviour and tracking techniques.
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