In this age of multimillion-dollar CRM programs and equally expensive targeted prospect and customer contact strategies, the perils of missing or incorrect contact data can be costly. Compiled lists and response lists are the traditional "go-to" sources, but more marketers, who demand higher accuracy and sell-through, are seeking "hard-to-find" data sources - particularly as regulation and suppression erode the completeness and availability of existing data sources. There is too much opportunity lost, and waste being generated, by neglecting the integrity and completeness of contact data.

The agency services group of direct marketing services company Harte-Hanks has been named direct marketing agency of record for Hyundai Motor America. Harte-Hanks will focus on developing vehicle owner and prospect communications programs for the automotive manufacturer.

CRM strategies and applications help Travelocity tackle a tight travel market.

General Motors is retaining two Interpublic Group agencies on its CRM roster to work together on its Lifecycle CRM and the GM Card going forward. Mullen, which has long worked on the GM Card; and Campbell-Ewald, another long-time GM partner, will focus on owner and conquest marketing, card member initiatives and discount programs from employees, suppliers, military, college and dealers.

The delivery model for DM computer programs has been ingrained over the years: You investigate vendors, select a provider, sign a contract and enter a lengthy and potentially difficult implementation phase. Then, you deal repeatedly with your vendor post-installation to iron out bugs and glitches. However, one of the most popular trends in technology in recent years is designed to collapse that timeline and streamline the installation and maintenance process.

Clash-Media, a performance-based digital marketing company, has launched the "Path Partnering" service to improve its clients' lead generation. This service will connect advertisers with publishers based on the relevance of the Web site's traffic.

Virgin America airline has teamed with Loyalty Lab to start offering rewards through its Elevate frequent fliers program. Fliers have been able to collect points — based on dollars spent, not miles traveled — with the airline since its launch in August 2007 and, as of six months ago, they are able to view their point balances online. Points redemption online started this month.

Boutique hotel chain Desires Hotels has launched an online contest to build its database and to drive bookings. The "E-Escapes" contest, which runs through October, is part of Desires' promotional effort for the launch of its new site, www.desireshotels.com.

Today marked the formal launch of Acxiom's marketing database solution, MarketEdge-X. MarketEdge-X is meant to offer midsize businesses customer data insight and provide the information, segmentation and analysis a company needs for customer acquisition, retention and expansion.

Southwest Airlines has added a new fast-lane perk to its Rapid Reward loyalty program, which it is also extending to its Business Select passengers.