Challenges facing the data cleaning industry
Andrew Woodger - Data Services Director
"Effective data cleansing is a prerequisite to protecting the integrity of a brand and improving the accuracy of all communications. From ensuring that the correct message reaches the desired target audience, to avoiding unnecessary waste - data cleansing minimises environmental impact, delivers a better return on investment and ensures a more positive customer experience.
"Too few organisations pay attention to the currency and hygiene of their data. In simple terms, every penny spent on data cleansing saves a pound on wasted print and postage protecting the bottom line and the environmental credentials of any company savvy enough to make the investment.
"Businesses are quick to action the obvious environmental measures, such as using recycled paper, reducing energy consumption and recycling waste to reduce their carbon footprint - but often forget other vital areas such as wasted direct mail. A poorly targeted campaign can create a much more negative impact on both the environment and audience than an office light left on at the end of the day.
"Even with the existence of measures, such as the Mailing Preference Service (MPS), supporting the consumers' right to "opt out" of receiving unsolicited direct mail, there is an industry-wide need for companies to take ownership of database cleansing to curb the public backlash against what is perceived as "junk mail" and to meet their obligations under the Data Protection Act (DPA).
