Experian yesterday debuted Data View, a service that measures a company's customer data quality and provides a detailed plan to unravel the errors and weed them from the organization.
Data View identifies data-quality issues that may contribute to wasted marketing expenditures, such as poor address quality and mismatched customer data. The Data View process consists of three steps: data-quality and content review, data-use workshops and data profiles.
Data View is offered on a standalone basis or as part of an integrated customer relationship management solution with Truvue, Experian's customer data integration technology, or Experian's Hosted CRM Solutions.
AT&T has beta tested the new service.
“While developing our new strategy to improve customer relationships, it became very apparent that our success was going to be at the mercy of our data quality,” said AT&T district manager Bryan Rae. “Experian's Data View process provided a comprehensive roadmap to how we can make our data useable.”