W8 Data tackles data hygiene issues

A W8 Data product story

Edited by the Marketingweek Marketplace editorial team Aug 27, 2010

W8 Data has revealed that data hygiene is still the direct marketing industry's biggest challenge.

It does not matter how good the marketing department is at targeting clients through profiling and other segmentation methods if the data they are working with is poor.

Marketing departments know that quality is everything but securing a good return on investment needs the assistance of a data bureau or department.

W8 Data said there is no excuse for marketers to overlook data hygiene as everything is in place, be it in-house, online or as the result of a phone call, from running MPS to full data cleansing.

Data security is important and the main reason firms will not risk letting others look at it.

However, W8 Data said that businesses should not be so defensive and should use a good data bureau and sign a non-disclosure agreement.

Companies should make their needs very clear so that the data bureau can guide them through the various levels of service to see how they can enhance the data.