by MarkC
27. July 2009 12:47
By making the most of the data in your CRM system or customer database, you could be making a real impact on your company's bottom line.
A recent survey by an information risk specialist found that UK companies waste nearly £3 million searching for information each year. This vast sum could be easily reduced by introducing some basic data cleansing procedures.
A simple example is address quality. Many organisations hold address data on their clients for marketing and analysis purposes, but if the addresses are inaccurate or held in an inconsistent format, the value of your data is reduced. Simply tidying address data so that the town and county is always held in the same field can make searching and analysing your customer database much simpler.
PAF Cleansing, part of our online data cleansing service, provides a fast and cost-effective way of tidying the address information in your data.
By cleansing addresses to the Royal Mail "PAF" standard, you can be sure that any mail will reach the intended recipient, and you can request more accurate details from customers identified as not having a valid address. More advanced analysis is also made simple by allowing you to break down your sales by town or even country with our powerful country detection service.