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DATA FOCUS: Business list audit - A creditable solution?

We investigate the DMA's new Business List Audit and ask: is this a credible way to check the quality of data?

Traditionally, when a company bought a business data list, it was very much at the mercy of the supplier. There was little control or accreditation in the industry –apart from the List Warranty Register and the Data Information Act –and if purchasers did not know what questions to ask, they could easily be hoodwinked into buying lists that were ill-maintained or worse, of dubious provenance.

Then, in March 2004, the DMA launched the Business List Audit (BLA). Best practice manager of the DMA James Hawkes states that it was initially put in place as a transparency audit but with the view of becoming a data quality check later.