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CASE STUDY: Getty Images' data depulication

Getty Images is an online image resource ( for communications professionals, enabling them to search, purchase and download images from a wide variety of sources and collections.

The company's migration to a fully online service from a paper-based catalogue has brought benefits in the form of simplified management and distribution of images from various image collections, and the ability to drive traffic via partner referral programmes. In 2003, the company reported that over 1.3 billion pages were viewed on its various national and regional websites by nearly 51 million visitors worldwide.

However, the online service also created a problem in terms of customer and prospect acquisition data. Getty found customers and other visitors were frequently mislaying or forgetting login and password information and subsequently creating new account details.