ROI Begins With Improved Data Quality
By Andrew Kapochunas
Business data hygiene now is priority No. 1 for many marketers, especially those who thought that merely by loading legacy data into expensive customer relationship management systems and sales force automation systems, the data would become more accurate and updated.
Those marketers rediscovered the old adage "garbage in equals garbage out" as leads generated from the new system were no more deliverable than leads out of the old system. Analyses were mistrusted, and match rates between sophisticated internal databases seemed no better than match rates between flat files.
Today's focus is making expensive infrastructure actionable by improving data quality.
Multi-step Outsourced Correction/Updating