The Hidden Costs of Poor Data Management

This research was conducted in June 2006 to investigate what happens to business-to-business direct mail that does not reach its intended recipient or is poorly targeted. The research also establishes the average annual cost of mistargeted mail to the sending organizations.

Dynamic Markets was commissioned by Experian QAS to speak to 800 respondents in large public and private organizations across 7 regions around the world. Industries represented by the sample include financial services, business services, utilities, retail, tourism and travel, and government. Regions represented by the sample include AsiaPac (Australia and Singapore), Benelux (Belgium, Luxembourg and the Netherlands), the Nordics (Denmark, Finland, Norway and Sweden), France, Germany, Spain, the U.K. and the U.S.