The Business Intelligence Blog

Interesting article on Data Quality from B To B Mag-

Today, most corporations are tightening the screws on their corporate cash drawers. In attempts to conserve funds yet still reach stated revenue goals, businesses are turning to their existing customer bases to generate incremental revenues. This is a logical step as the costs to cross-sell additional products and/or services to existing customers are far less than those required to attract new customers. Obviously, this puts tremendous pressure on the accuracy of databases.

As one-to-one relationship marketing becomes more the norm, databases are expanding at exponential rates. In fact, corporate databases double in size roughly every six to nine months. These two factors alone should be sufficient stimulus for businesses to get their databases in order in a cost-effective manner. The average business database contains a staggering amount—15% to 40%—of bad data. That means roughly one in four pieces of marketing material mailed is worthless.