Data quantity isn’t as important as data QUALITY.

You don’t want to spend a good chunk of your marketing budget sending out direct mail campaigns to untargeted customers, so it’s vital you take the time to improve your data quality.

Here’s how address verification improves data quality...

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Comments


Written by seltzer04
606 days ago

Heather - unfortunately it's probably a combination of all of the above (but hopefully more lack of knowledge than laziness)! I spent many years in direct marketing roles and it can be a tricky practice ensuring good, quality data. But the mailing and processing costs alone should be a motivator to get it right. I also think there are a lot of "tricks of the trade" like pre-sorting and standardization software that most small businesses just are not aware exists. (posted on my site too - thanks for the comment!)



Written by HeatherStone
606 days ago

Hi Diane,

I guess the question that comes to mind is why any business would want to risk using bad data. Is it lack of knowledge, laziness, belief that it will be too costly or too time consuming to correct the problem? It would be great if you could give us some of your insights on this issue in the comment section of the BizSugar community so all our members could benefit.



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