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DATA FOCUS: Avoiding data decay

We analyse the four main ways to avoid data decay, and assess their relative advantages and disadvantages

Accurate data is a critical component in any business marketing activity, so it's amazing how little importance businesses still place on it.

As Nigel Bennett, business development director of B2B marketing at Experian, emphasises: “Without accurate information, companies waste time and money, lose opportunities, damage their brand and irritate customers.”

Terry Hiles, managing director at Capscan agrees: “An effective marketing database must have three fundamental elements; accuracy, completeness and good management.”

Quality data enables businesses to measure campaign effectiveness, customer loyalty and profitability, comply with legislation and create accurately-targeted marketing campaigns. So what can businesses do to ensure that their data is kept accurate, clean and relevant?