The good news is that this year we have seen a noticeable increase in data governance initiatives, bringing together the data needs across the organisation. While these initiatives mean that marketing doesn’t always have to be in the driving seat, marketers should still make sure they have significant input. Efforts will be richly rewarded; the opportunity to develop a far more engaging communications strategy that reaches the right customer at the right time and takes in to account their needs and preferences.
While data quality might not be the only way to improve direct marketing, it is definitely a good starting point for creating a successful campaign.
Stuart Johnston, UK managing director, Experian QAS