In Data Quality Management

Every B2B Marketer has struggled with the problem of bad data. As it turns out, even companies in the business of selling database technology have the same issues. One such company’s Marketing Programs group attempted a direct mail database cleanup project using the old Return to Sender trick. They were quickly inundated with stacks of returned direct mailers. In fact, they had so many returned that they had to hire a team of temps to remove all of the bad records from their marketing database. They even found one stamped “Recipient Deceased”.

Talk about hitting the wrong target market.