September 8, 2010, 2:49 PM

Retailers’ contact data is often plagued by errors

Experian survey shows that companies want to clean up bad data.

Thad Rueter

Senior Editor

Lead Photo

76% of retailers want to invest in improvements to contact data so they can better reach out to customers and shoppers, according to survey data from Experian QAS, which sells software and services that help companies improve contact data.

Experian based the findings on surveys conducted in April of 100 retailers. Survey results include findings from various departments, including operations, marketing and I.T.

58% of respondents said they are working on a strategy for managing contact data. More than half of respondents—55%—said that at least 6% of their customer contact data contains errors or missing information. The most common errors, in order, are incomplete or missing information, outdated information and incorrect information.

Survey respondents blamed retailer sales departments for most data errors. Those errors can be costly, as they take some of the punch away from e-mail marketing campaigns and other promotional efforts. More than half of respondents—54%—reported that contact data errors end up wasting from 5% to 30% of marketing budgets.

Experian urged retailers to understand common contact data errors and work to clean up databases. “This means that retailers can continue to send relevant marketing messages to customers and draw prospects into bricks-and-mortar locations or online to e-commerce sites,” the report says.

 

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