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If you work within marketing and use databases to store your customer data, which you use for email blasts, direct mail, or base future advertising decisions upon. You need to ensure that all of your data is accurate, up to date and duplicate free.
By ensuring that the there are no duplicate records within your data bases, you will be able to target your direct marketing far more efficiently, not wasting mailings on customers who are no longer at an address, or waste on mailing the same customer due duplicates. This can be the same for email addresses. Any duplicate email records within your data, will be lowering your response rates and costing you more in time and financial spending.
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Data quality 'made complicated by information deluge'
Written on Monday, 06 September 2010 09:59




