Time to Check Your Assets


Perry and Rhonda Drake of Drake Direct were interviewed by Lisa Yorgey of Target Marketing Magazine for an artilce on Data Integrity. This interview appeared in the January 1, 2006 issue of TM online.


Good, quality data is the backbone of any direct marketing exercise. Erroneous or missing data can result in lost revenue and an increased cost of doing business. As the old adage says: garbase in equals garbage out.

A data audit will review all data elements and flag problems such as mising data, incorrect values or duplicate records. It also identifies data anomalies that can skew results. For example, instead of being blank or null, a field may default to something that doesn't make sense such as...


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