BOSTON – August 1, 2009 – Without accurate customer data, marketing processes are inherently error prone. Campaigns are poorly targeted, operations are inefficient, and success or failure cannot be accurately measured. The process of integrating, merging, purging, deduplicating, augmenting, and standardizing customer information involves both art and science. To improve operations, marketing organizations must overcome their inertia.
Industry analyst and advisory services firm SiriusDecisions (The Impact of Bad Data on Demand Creation), quantifies the impact of inaccurate customer data: The longer incorrect records remain in the database, the more expensive it becomes to deal with them. In data management circles, this point is illustrated by the 1-10-100 rule: It takes $1 to verify a record as it is entered, $10 to cleanse and de-dupe it and $100 if nothing is done, as the ramifications of the mistakes are felt over and over again. This report discusses some of the major issues in developing a complete and accurate view of customers, with a particular focus on B2B companies, and is available on the Extraprise Webiste.
About Extraprise Extraprise® provides the people, processes, and technologies that create data-driven marketing organizations. We deliver marketing management, campaign management, response management, demand management, and data management services for some of the top US-based companies. We deliver solutions using Siebel Marketing and Analytics and our own hosted platform (Insight-to-Interaction). We have successfully completed over 700 engagements for more than 200 companies. For more information, visit www.extraprise.com.
