Contact Data Quality and Retail Organizations: Current Perceptions, Cleansing Practices and Accuracy Levels
One hundred U.S.-based retailers took part in the survey, produced by pureprofile, an online marketing research firm, for Experian QAS. Company size varied from less than 50 employees to more than 1,000 employees, and a variety of departments were surveyed, including IT, marketing, operations, etc.
Data Quality is Top of Mind
Retailers are heavily focused on contact data management as a priority in 2010. This is reflected in the fact that 76 percent of retailers said that they plan to invest or should consider investing in data quality initiatives over the next 12 months. In addition, 58 percent of respondents have or are currently working on a contact data management strategy. Furthermore, 64 percent recognize and enforce data
accuracy as an essential issue.
- Companies:
- Experian
- QAS, an Experian Co.
- Places:
- U.S.
