Letters to my late dog: who's watching information quality?

Abstract

Purpose

The outcomes of data‐driven marketing are presumed to be superior but those outcomes are partly dependent on data inputs that are accurate. This paper sets out to highlight problems associated with poor data quality.

Design/methodology/approach

The name of the author's dog was substituted for that of the author on a single data collection form. Over a period of 15 years, the direct mail sent to the author's dog was collected and categorized.

Findings

Over a 15‐year period, both reasonable and unexplainable changes in the content of the marketing effort were found. Analysis showed some consistency but, over time, offers began to appear which showed that the database representation of the “individual” had taken on an interesting life of its own.

Originality/value

Data are the fuel that drives the direct marketing engine. Yet that engine can sputter ineffectively if the fuel quality is inferior. Poor data contain inaccuracies which limit the efficacy and increase the costs of direct marketing efforts. The issue of the data quality needs to be addressed by those who utilize personal data in their efforts to target and communicate with consumers.

Citation

Horne, D. (2010), "Letters to my late dog: who's watching information quality?", Journal of Consumer Marketing, Vol. 27 No. 3, pp. 288-290. https://doi.org/10.1108/07363761011038365