Distilling the data stream
Organizations are working overtime to establish clear, coherent customer profiles through database marketing. Database marketers analyze massive amounts of data drawn from a multiplicity of sources both in-house and external to segment consumers, target marketing communications and tailor products and services to satisfy customer needs and wants. Such efforts frequently do not achieve corporate expectations or objectives because they are based on inferior data. The problem of inferior data may be traced to a number of causes including missing data, data entry errors, the narrow orientation and arcane design of the source systems and the limited filtering and extraction capabilities of operational systems that generally cannot render data the way users want it. Institutions must therefore recognize data quality as key to all database marketing-based strategies.
Publication Name: Banking Strategies
Johnny O wins Walter J
The feature article 'The final accounting of Johnny O' by freelance writer Paul McLaughlin of Oakville, Ontario, Canada, won first prize the 1992 Walter J. Macdonald annual competition for the best English language feature article in the CA Magazine. The feature tells the tale of how dirty money laundered throughout North and South America and Europe was traced with the aid of a Toronto, Ontario, Canada, chartered accountant. The other articles cited include 'The American dream' by Chris Cawston, Susan Diano and Brian Luborsky and 'Mind over matter' by Beverly A. Brennan.
Publication Name: CA Magazine