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GB Group targets businesses with accuracy drive

LONDON – Data services company GB Group using a direct mail campaign to remind companies of the negative effect inaccurate customer data has on consumer confidence and increase awareness of the legal issues it raises.

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The direct mail campaign, devised by independent marketing services agency Clear Design, uses images of frustrated and confused consumers questioning why they have received direct mail containing incorrect personal details.

It is being sent out to marketing and IT decision makers in the retail mail order, financial services, utilities, travel and leisure sectors. It will be supported by a major direct response advertising campaign in marketing and trade press over the next five months.

The push follows an examination GB carried out this summer of 4m customer records supplied by companies in these sectors.

The research revealed that they could be mailing up to 250,000 deceased people each year and more than 2.5m customers twice, or more, with the same direct mail shot.

The mail shots and ads offer free data health checks for businesses and the opportunity to discuss immediate data concerns with GB Group's award-winning Data Integrity division.

According to Ian Davidson, managing director of the Data Integrity division at GB Group, these companies could be jeopardising their relationships with customers because they failed to keep their databases up to date.

He said: "Inaccurate data causes many other serious problems for businesses -- those that fail to update and maintain the integrity of their customer information could be wasting millions of pounds each year on ineffective and irritating campaigns.

"They're also infringing the Data Protection Act, exposing themselves to fraud and posing a massive threat to the environment because just 13% cent of direct mail is currently recycled, with the rest dumped in landfill sites."

GB Group currently captures and maintains the accuracy of customer data for wide-ranging companies including WHSmith, Scottish Power, The Co-operative Group and NPower.

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