Acxiom Unveils Opticx Process to Provide 'Snapshot' of Database Quality
For example, a recent Opticx value analysis completed for a company with a database of more than 2.7 million customers uncovered a potential cost savings of $2.6 million per year in reduced marketing costs by using Acxiom products to remove duplicates and unqualified prospects.
In addition, the company could expect about $3.3 million per year in additional revenue as a result of increased direct marketing response rates coupled with improved deliverability.
"There's no question that improving the quality of a company's data leads to improved customer relationship management efforts," said Scott Nelson, vice president and research director at GartnerGroup, Stamford CT. "But trying to measure the value of data quality investments has proved difficult for most companies. Vendors who find a way to show the ROI for their products and services will lead the way as the next generation of CRM investments are made."