Data quality news
Island promotes QAS software
Sep 2 2008, 08:28 AM
Hamilton Island's management team have promoted the benefits of QAS's data quality software.
The resort contacted the data quality specialist two years ago as its critical marketing database was inaccurate and malformed.
Experian QAS discovered that staff had difficulty including customer information in their systems accurately, which would then be used to create customer profiles for the company's marketing department.
In response, Hamilton Island invested in licenses to deploy QAS's Pro software, which regularly verifies addresses against a database of Australian postal information.
Nathan Bowen, Hamilton Island's business intelligence chief, said that errors in direct marketing campaigns have now dropped to less than three per cent.
He said: "The biggest improvement is in the area of duplicate profiles. You can use it to merge profiles on check-in and check-out or at the registration point.
"As a result, we're not having three or four profiles for guests."
Hamilton Island is the largest inhabited island in the Whitsundays, located just off the Queensland Coast.
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