Drilling home the message on databases

Your article on data quality (MW last week) raises some important issues. Databases tend to be unwieldy to manage, so cleansing is often viewed as expensive and laborious and is often overlooked.

Agencies need to be drilling into their clients not only the value of keeping their databases up-to-date because of time and cost savings, but also the need to understand from the outset what they aim to get out of the database, so it can be managed appropriately.

A well maintained database ensures clearly targeted data collection and helps maintain a healthy relationship with customers. Also, a database managed with clear future objectives in mind ensures previously collated information is filtered and available for interviews.

Marcus Silversides
Data account manager



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