"With significant increases in postage and new government regulations, the term data hygiene is attracting attention from direct marketers. As consumers neglect to update their personal information with marketers, it provides a challenge for the maintenance of data quality. Marketers are also reminded that bad data hygiene leads to lower response rates and wasted marketing dollars, while good data hygiene is environmentally sensitive and rewarded with increased ROI.

Find out what three companies do when provided the same data hygiene scenario and present individual results for this challenge. See an array of approaches, whether it's to standardize or automatically append the data, creating detailed structures, or applying new improved process and technology to support campaign optimization; the overarching goal is to reach customers at a cost effective rate. Come and uncover the recent practices of data quality and innovating data hygiene tactics!"