Clean Your Database

• Review the names and addresses that don’t match once you’ve achieved the highest number of matches you can. They may be “suspects”—records suspected of being inaccurate. You now can establish a program for cleaning them up.

• Have your customer service and order-entry departments take a few minutes on each call to confirm database information. If you’re a business-to-business (b-to-b) marketer, don’t just have your reps confirm the names and addresses of the contacts to whom they’re speaking; but also ask for their assistance in checking on other contacts at that company. Be sure your Web site prompts customers to update their data each time they visit.