IMPACT ON MARKETING PERFORMANCE

Given a data degradation rate of __% per month or ___ % per year what affect is this having on your:

 A.    Telemarketing:

The impact on a telemarketing campaign is immediate and dynamic. Many organizations are so accustomed to dealing with deficient data that they have unknowingly watered down their metrics long ago to compensate for it. Because of the high level of rejection a telemarketer is exposed to the affect of bad data here can be amplified.

What percentage impact on productivity does this have? ____ % to ____ %. 

B.     Direct Mail:

As one of the most expensive marketing channels you can employ; poor data quality has a direct impact on your bottom-line when it propagates in a direct mail campaign.  Wasted printing and production costs, wasted postage, and USPS presort penalties all contribute to a less-than-optimal ROI on this channel.  In addition, the accuracy of the back-end analysis of a mail campaign is compromised because of the unknown quantity of undelivered pieces.

Cost-per-piece “in the mail” x total quantity mailed x data degradation (%) = wasted $________.___

C.     E-mail:

E-mail campaigns, where sufficient addresses exist, tend to be larger than direct mail campaigns.  All the inherent advantages of e-mail marketing make it a highly profitable channel.  However, old, inaccurate, and invalid e-mail addresses can derail even the best-planned campaign.  Over 50% of e-mail addresses change every year so undeliverable e-mails present the same negative issues as undeliverable mail pieces; wasted transmission costs, lost opportunities to connect with your customer, etc.  

D.     Marketing Management:

Marketing management has to deal with their staff’s frustration over faulty data that wastes time on a reactive, non-productive basis. The potentially biggest problem is the inability to make accurate marketing strategy decisions because of data integrity issues. A wrong decision on a new direction for the business and subsequent investments based on the decision can devastate your company.

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