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Recognizing the growing importance of data quality for online marketing and customer-relationship management applications, Sagent Technology Inc. today unveiled the first product in a line of software for improving the accuracy of customer databases.
Sagent's Address Cleanser & Coder Transform is the first in a series of software modules the vendor plans to develop under the Customer I.Q. name. The product, using data from the U.S. Postal Service and U.S. Census Bureau, is used to standardize and correct mailing addresses and append geographic information to customer data. The software, available immediately, is based on technology that Sagent obtained through its acquisition of Qualitative Marketing Software Inc. in December.
Data quality is critical for direct-marketing campaigns, financial invoice dissemination, cross-sell and up-sell opportunities, and corporate demographic analysis, according to Sagent. Last fall, an InformationWeek Research survey of 300 IT executives revealed that 81% of respondents considered improving customer data quality the most important technology priority in their post-year 2000 plans.
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