Group 1 Executive Starts DQmax
Forman, a well-known postal and direct marketing insider, was vice president of postal affairs at Group 1 Software, Lanham, MD, a postal software vendor.
DQmax will help companies improve data quality, he said, and suggest technology to solve such issues.
"What I've found over the years is that every company has data problems, and most of those problems can be fixed," he said.
Forman cited a recent mailing that said no matter what insurance company he was working with, this one could save him money on auto insurance.
"The problem with that particular marketing message was that I have been a customer with the insurance company for 40 years," he said. "These are the kinds of things that are happening right now. The impact of bad data in every facet of the enterprise is just huge."
Forman said he also would do postal consulting at the company.
Forman said he would focus on Fortune 1000 companies because "they are where the biggest problems lie." He plans direct marketing to these companies in the next 60 days.
DQmax is based in Tucson, AZ, he said, but will have consultants on staff that work from elsewhere.
"I've had a long history with Group 1, and it was time to do something else," he said.