Direct marketing success hinges on one critical foundation: quality data. Yet, many organizations struggle with this fundamental element.
Have you ever received multiple copies of the same catalog or mailing due to address inconsistencies? This common issue wastes significant money and resources while frustrating customers. It’s just one symptom of a much larger problem affecting businesses today.
In fact, according to McKinsey, 60% of tech executives identify poor data quality as the primary obstacle to scaling their data-driven operations.
Why Quality Data Matters
Investing in data quality yields many advantages:
- Improved decision-making and competitive edge
- Increased efficiency through streamlined processes
- Enhanced customer satisfaction with precise targeting
- Reduced operational costs and errors
1. Accuracy: Data is correct and current
Ways to achieve accuracy:
- Correct address errors
- Suppress deceased records
- Identify the same person across name changes or relocations
- Validate email addresses
- Eliminate duplicates
- Implement email change-of-address for bounced messages
2. Completeness: All necessary information is present
Ways to achieve completeness:
- Address append services
- Email append capabilities
- Phone and wireless append options
- Reverse email append
3. Consistency: Data remains uniform across systems
How to achieve consistency:
- Build a comprehensive marketing database as your omnichannel promotion foundation
4. Timeliness: Data stays current and accessible
Ways to achieve timeliness:
- Host and maintain your marketing database with experts
- Develop regular maintenance schedules
- Coordinate seamless integration of new records
5. Validity: Data conforms to defined formats and rules
Ways to achieve validity:
- Establish data governance with clear ownership
- Ensure compliance with regulatory requirements
6. Uniqueness: No duplicates exist in your system
Ways to achieve uniqueness:
- Eliminate duplicates at individual, household, and business levels
- Consolidate all details into single records
7. Relevance: Data serves your intended purpose
How to achieve relevance:
- Append critical support data including geographic, demographic, firmographic, digital, social, and lifestyle enhancements
Quality data isn’t just a technical consideration—it’s a strategic business asset. By focusing on these 7 steps, marketing managers can build stronger customer relationships, drive more effective campaigns, and achieve measurable ROI improvements.
Anchor provides consultation services and comprehensive solutions addressing all 7 steps, helping marketing teams convert raw data into valuable business intelligence.
Elevate your data quality and reap the rewards of truly data-driven marketing by calling our data experts today – (800) 452-2357.