June 24, 2008
Bad data costs money, affects customer relationships and results in missed opportunities, said Andrew Kapochunas, leader, customer data quality, for business credit information and report provider Dun & Bradstreet, during a session at the June 10-12 DM Days New York Conference & Expo. With that in mind, he discussed five “must-do’s” for effective B-to-B marketing databases. Must-do 1 Get out of the 1980s mind-set by benchmarking your marketing database for address accuracy, Kapochunas said. Find ways to better identify and correct inaccurate addresses. Must-do 2 Benchmark your marketing database for address completeness. Mailing the results of U.S. Postal Service address correction may be eliminating
