Quality data is vital

Findings published in your article about direct marketing (MW19 November) will be welcomed by the direct marketing community. But to engage consumers and gain strong ongoing ROI, marketers need to use accurate customer data and insight to underpin campaigns. Research we conducted in January found that only 45% of UK firms have a documented data quality strategy, suggesting that many marketers are still having to fight to get data quality taken seriously by the business.

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

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here