The following study revealed a trend to centralize multi-national contact and customer data to achieve three major benefits: improved cost-effectiveness, improved marketing impact through better data quality and more effective use of corporate data… but, this is heavily dependent on data being “fit for purpose”.
Read here more about business results that will be compromised without an understanding of the need for investment in data quality and the ROI.
Read more…(PDF)

Posted by Pierre Mercier - Source : www.damauk.org

Database, Other centralization, Data Quality, market research, Multi-national Database, survey