Customer focused, this team of enthusiasts proactively implements a wide variety of marketing activities including events and sponsorships. However, key to brand promotion and revenue generation is its direct marketing strategy which includes the distribution of its glossy product catalog to its customer base. With over 115k names and addresses to be mailed to, it is important that client contact details are valid without duplications and that only one catalog is distributed per household.
As consumer contact details are collated separately from the ‘bricks and mortar’ business and e-commerce facility, the B2C name and address database was full of inaccuracies, duplicates, inconsistencies and omissions.
Data is not static: particularly contact details, which degrade at a rate of 2% per month. Client mobility and human error increases the growth and complexity of data quality. These factors in turn lead to high transactional costs, poor customer communications and potential brand damage. High volumes of data is a key criterion for requiring data quality technology, however equally as important are high transactional costs, both of which have a detrimental effect on business growth and the bottom line.