It does not matter how good the marketing department are at targeting clients through profiling and other segmentation methods if the data they are working with is poor. Marketing departments do know that quality is everything but securing a good ROI needs the assistance of a data bureau or department. Want improved results, then improve your data! There is no excuse for marketers to overlook data hygiene as everything is in place be it in house, on line or as the result of a phone call, from running MPS to full data cleansing. Data security is very important and the main reason firms will not risk letting others look at it but do not be so defensive, use a good data bureau and sign a non disclosure agreement. Make your needs are very clear so that you get back exactly what you expect or better still, let the data bureau guide you through the various levels of services to see how they can enhance the data?
Data hygiene is still the DM Industry’s biggest challenge
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