Over the past few years, data quality has become more important and many reports show that trend will continue.
Organizations use to focus on collecting an accurate mailing address in order to save costs and improve operational efficiencies around direct mail and catalog campaigns. Now, we see businesses validating a host of different contact data elements not only for communication, but to better understand consumers through customer profiling.
Businesses are using contact data to ensure on-time package delivery, enhance loyalty programs and to effectively target offers to individual consumers.
But the way information is being used is not only changing; businesses are collecting information in new and exciting ways as well. Organizations are collecting more information than ever before and through a greater number of channels, such as email, mobile and social media.
Even though information is being used in more ways, organizations still struggle with data accuracy. In fact, according to a recent Experian QAS study, 92 percent of respondents suspect their customer and prospect data might be inaccurate in some way.
As the uses of contact data continue to expand beyond traditional communication channels, businesses need to put processes in place to ensure data accuracy.
Download the recent Experian QAS white paper, The contact data evolution to learn more.