Everyone agrees that data is important -BUT

Monday, 7th July 2014

Categories: Data

Most of our clients can appreciate that having accurate and complete client contact and purchase data is a real asset. Most of them smile nicely and nod in agreement when we mention improved postage rates, minimum duplicates being mailed out and not upsetting the relatives of those who have died who still receive mail for their loved ones.

They are still with us when we mention that profiling based on purchase history and location can be really helpful, and of course everyone agrees that accurate data entry is wonderful.

The truth is that after the agreeing and the smiling NOTHING HAPPENS!

If the CEO of a mid-size company could appreciate and quantify the state of the data held by various departments within his or her organisation, there would probably be blood on the carpet. The problem is that very few are directly responsible and even fewer are in control of the numerous data entry points.

As each day goes by the problems get worse and worse.

So now is the time to stop with the excuses and get down to some serious review and planning concerning every aspect of data within your organisation. You should be able to answer the following:

• Who is responsible for maintaining all client purchase and contact data?
• How are the databases managed and audited?
• Who has access and what parts do they have access rights?
• What are the data entry protocols?
• What do you want your data resource to be able to provide in the future?

These are just a few of the questions you should ask.

If you want help ask others get in touch

Author: Gamze Bilgili