The grass isn't always greener on the other side, as digital marketing firm Digitalbox - which boasts Visa, O2, Mini and P&O among its clients - discovered when it dropped an Experian QAS email address validation solution to that of a rival provider to cut costs.
Instead, switching solutions led to an increase in inaccurate data about email addresses and other contact details – a hugely negative impact for an organisation that relies on good data management to conduct its business effectively.
"As soon as we have inaccurate data in our systems, it can sit there for a number of months," Digitalbox CEO Alex Attinger told Computing.
Explaining how poor information management is bad for business, he said: "If you're then re-communicating it to consumers, not only is it bad for the consumer who might have mistyped their email address, that consumer isn't going to receive any more information."
Poor quality data doesn't only prevent emails being delivered to those who've provided inaccurate information, but if enough emails bounce, then a firm that relies on digital marketing can find that ISPs mark them down, making it more difficult to send information.
"If the information is incorrect and we're consistently wrongly emailing that consumer, then that gives a bad score with email providers and affects our ability to deliver our good email addresses," Attinger said, adding the cost of poor data management can have a considerable impact.
"It's amazing how it can affect you, especially if you have a high percentage of bad addresses in your system it can really destroy delivery to ISP and cost our business significant amounts of money."
Digitalbox had experienced this type of issue in the past, before adopting Experian QAS, Attinger told Computing.
"We've been through a process like that before we were with Experian when we were validating our data with another company and we found a huge percentage of errors, but it took us months to realise what was going on.
"It was then we realised our validations at the point of capture wasn't working, causing a massive knock-on effect throughout our business," he said.
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