Boston, Mass.

Heather Fletcher is senior content editor with Target Marketing.

Experian Data Quality, a part of Experian Marketing Services and a leading provider of contact data management software and services, today announced the release of "The State of Data Quality" study. The report finds that data has become a more critical component of customer interaction and decision-making, but the prevalence of inaccurate data means organizations are struggling to meet strategic goals.

Using the patience that comes with age, Boston-based travel organization Elderhostel knew it could greatly improve efficiency by adding a data mart to its direct marketing strategy. Beginning implementation in September 2006, the 34-year-old nonprofit that provides educational travel opportunities to the 55 and older crowd brought the data mart live in May 2007.

More Blogs