Corporate concern
- Article 5 of 6
- Database Marketing, September 2006
Software choice is widening as corporate awareness of data quality rises and demand for customer data management software increases. Robert Buckley discusses what functions are needed to extend data cleansing across the enterprise.
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Although data cleansing is emerging from the marketing department to become an organisation-wide concern, only those applications that have adapted to meet the more technically advancements requirements of the rest of the organisation are going to succeed. More importantly, it will be their capabilities in dealing with standard datasets that will give them the edge over the tools emerging from enterprise software vendors. While some tools will no doubt become commodities in a short space of time, the more advanced and fully-featured data quality apps that marketing has become used to over the years are going to be the ones setting the pace.
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