Data hygiene is most important, says CIM

Marketers should invest in data quality systems rather than outsource the management of their customer database, according to the Chartered Institute of Marketing (CIM).

The CIM also warned that given an organisation's customer database is one of its most valuable assets, entrusting it to a third party can be highly risky.

A well maintained database which provides specific information about customers' needs and interests is a highly effective tool in conducting cost-effective marketing campaigns.

A recent survey by International Communications Research shows that only 18 per cent of consumers are happy to receive unsolicited marketing information by email, which suggests the need for better quality customer databases.

Ray Jones, spokesperson for the CIM, told Qas: "Some companies buy each other for their database/contact list. Even in a takeover the database is an asset."

"I'd be very cautious about outsourcing your database maintenance and management. That is your key differentiator; your database and your customers."



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