NRF, Acxiom Measure Data Quality

Share this content:
The National Retail Federation, Washington, and Acxiom Corp. announced a joint initiative last week in which NRF members can receive a free, confidential analysis of their customer data quality and learn how their data compare with retail industry benchmarks.


"Data quality is a critical issue for customer-driven retailers," said Cathy Hotka, vice president, information technology, NRF. "Retailers can have tremendous investments in IT infrastructure and processes designed to help them grow profitable relationships with their customers. But if the underlying data is flawed, that data will never reach its potential."


For the NRF Data Quality Analysis, retailers provide a sample file of their customer data and receive a report on how their data compare with an industry score in terms of quality, including address accuracy, name quality and the level of customer data integration. Information on possible data quality improvement can be provided.


The data quality analysis was introduced at the NRFtech IT Leadership Summit in San Diego, which started Aug. 10. The analysis uses the Acxiom Data Quality Indecx, a proprietary methodology that employs a weighted composite measure of more than 40 metrics to determine the data quality scores.


Acxiom, Little Rock, AR, said it treats the customer information with confidentiality and security. At no time will any individual company's information or data quality score be revealed to a competitor or outside party, and sample data are destroyed after the scoring process is complete.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here