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| 8th July 2008 |
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Following the launch of data.HS&P, this is the first bi-monthly newsletter on what is happening in the data world. The newsletter will cover topics on data protection, emerging technologies, case studies, industry expert's views, CRM and data strategies. In this issue we look at how a business should value its customers, and whether the quality of customer data is something to be worried about. |
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How valuable are your customers to your business?
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A paper that appeared in the Journal of Database Marketing and Customer Strategy Management argues that customer value is probably the most important asset of a business. The paper looks at their strategic importance and how they interact with other assets such as brands. It goes onto look at the methodologies for valueing customers and their limitations.
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How clean is your data?
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A study by Prospect Swetenhams found that most prospect data supplied to its bureau division was accurate but customer data was not.
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Data is letting your customer service down
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Research by Oracle found that more than half of European consumers do not judge customer service operations to be effective.
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Don't ignore data hygiene, you will lose friends...
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Precision Marketing writes about the perils of ignoring data cleansing.
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