"Without data, you have no knowledge and without this you cannot manage your customers"
This was a pretty obvious statement from a potential client the other day and one that go me thinking.
Remember that quantity without quality is no use to you. By quantity I obviously mean the amount of data you store about a customer. But data quality is a far more variable factor.
- A successful future communication could hinge on a single character (e.g. in their name, email address or postcode) and all the effort you put into collecting the data would be wasted.
- Duplicated records could mean that you send the same (or different) communications to the same person twice or more. This would not only confuse but may-well create a negative impression of your brand