Underestimating the damage caused by an out of date and duplicate riddled database is the most frequently made and damaging mistake. If I had ten bucks for every time I’ve heard a client admit that their database is lousy, I probably wouldn’t quite be able to retire yet, but I’d sure have a lot …
Too many businesses seem to think that maintaining the quality of the database can be managed by the sales team and the accounting group. While in absolute terms this might be a bigger problem in smaller businesses without a budget to purchase data hygiene and append services on a regular basis, large organizations could probably …
There’s no denying that your company’s customer/marketing database(s) is an invaluable asset to your business and at the same time a major pain in the neck. There are just too many ways that it can be damaged – as far as usability is concerned- and unless you’ve been through it all before, chances are you …
Too many companies are building their marketing programs based on lousy data. While consumer databases are easily overwhelmed with the staggering volume of available information, B2B databases are inherently more complex and once they start to deteriorate- downright ugly. This is actually a post for smaller businesses about setting up your database to run an …
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