Dun & Bradstreet

Employ 5 Must-Do’s for an Effective B-to-B Marketing Database
June 24, 2008

Bad data costs money, affects customer relationships and results in missed opportunities, said Andrew Kapochunas, leader, customer data quality, for business credit information and report provider Dun & Bradstreet, during a session at the June 10-12 DM Days New York Conference & Expo. With that in mind, he discussed five “must-do’s” for effective B-to-B marketing databases. Must-do 1 Get out of the 1980s mind-set by benchmarking your marketing database for address accuracy, Kapochunas said. Find ways to better identify and correct inaccurate addresses. Must-do 2 Benchmark your marketing database for address completeness. Mailing the results of U.S. Postal Service address correction may be eliminating