ROI Begins With Improved Data Quality
It's easier to identify duplicate records within your customer file when all records have been standardized, corrected and updated. You'll also appreciate the ROI increase as you get the same number of responses and orders from smaller promotional mailings. Your cash flow will improve because less mail will be forwarded. Relationships will be maintained, even when your customers move. An updated customer file will give you higher match rates to any third-party business reference file. More demographic and corporate linkage data will give you a more accurate view of your best customers and how much business you do with them. Your sophisticated marketing databases, sales force automation systems and analytical tools all will work better with better data.
Andrew Kapochunas is leader, business development and strategy, sales and marketing solutions for D&B.
E-mail him at KapochunasA@DNB.com.