“Data quality is foundational to every business decision our customers make and the industries we serve. It is a deciding factor in who we target, when we communicate to them, and even how we communicate to them. The foundation in all these data driven decisions is the physical delivery address.”
BCC Software President Chris Lien opened his annual CEO Perspectives article in Mail Magazine with those words. The importance of address quality is echoed throughout the article and impacts the future of all of us that in some way touch the mailing industry.