Contact Data Quality and Retail Organizations: Current Perceptions, Cleansing Practices and Accuracy Levels

The next step is to verify data at all capture points so that inaccurate data doesn't continue to enter the database. And finally, enhance and update contact data. Fifty-five percent of those surveyed stated that outdated information was a common data error. By refreshing data, retailers can ensure that customers and prospects still live at their listed addresses. This means that retailers can continue to send relevant marketing messages to customers and draw prospects into brick-and-mortar locations or online to e-commerce sites.