Data Quality is So Important…

February, 2005

Garbage In, Garbage Out—a data processing reality. We all know that if the data behind a computer or operational system is bad, the system will never perform as designed. This is especially true in the Customer Relationship Management (CRM) world. We’ve all been exposed to early investments in high-dollar technology that were a complete failure simply because the data fueling the technology was faulty.

In January, RRW spoke on the topic of data quality both at the Southern California Direct Marketing Association luncheon and the following week at the San Diego DMA. Based on the number of questions from the audience and the interest generated after the luncheons, we’re convinced that this topic still resonates with direct marketers. Data reliability continues to be important, and not only from a postal delivery perspective.

In fact, we believe that as more and more users within organizations have access to customer and prospect information, the core capabilities of data hygiene and data integration will be in the spotlight. Let’s face it, it will be hard to ‘hide’ inferior data as more business people receive access to customer info. As direct marketers, we’ll be the lucky folks senior management will turn to to help ensure accurate information. I like the thought of this helping us with long-term job security!

But, it points out the fact that we need to be up-to-speed on the available data management tools.

RRW Consulting has prepared a White Paper that provides detailed information about data integration techniques. From standard address hygiene practices, to merge/purge to relatively new referential linkage technology, the White Paper provides information about the tools available to us. Additionally, it provides tips about when to use each process. Finally, we’ve highlighted some pitfalls to avoid (based on some of our painful experiences…). We’d love to share this White Paper with you, at no charge. Minimally, the White Paper should serve as a refresher course, but our hope is that you’ll get some BIG IDEAS to jump-start your data management process.

Of course, if you’d prefer to chat with us directly about your data management strategies, just call us at (503) 206-5255, or visit our website: www.rrwconsulting.com for more info.