Database Management -- The Cleaner, the Better

Much like Vertis and Cohber, the Whitmore Group is experiencing an escalation in customer requests for list hygiene due, in part, to the current economic crunch. Because marketers have reduced budgets, Shenk says, they want to spend their money as wisely as possible.

“In order to ‘de-dupe’ a list, the data should be standardized as much as possible, especially if it’s merged from multiple sources,” he maintains. “A clean list gives the customer the right quantity to mail, which saves on printing costs.”