improve data quality by six sigma methodology

In databased marketing the (negative) impact of poor data quality is
greatly ignored.

Databrokers like Cendris or Human Inference are keen on pointing out
the effects of poor datakwality on the customerbase by putting
emphasis on the fact that a lot of people change adres each year
(estimates reveal around 7%).

But the key question is: How to improve data quality?

I beleive the Six Sigma DMAIC methodology is an excellent approach to
improve the quailty of the data collection process.

Six Sigma works with concepts like Defects Per Million Opportunities
(or DPMO) which can be translated directly into measurable aspects in
the direct marketing world (like post retour).

Problem in exposing dataquality into measured KPI like quantities is
that this transparency often reveals previously hidden costs that were
silently accepted. Improving dataquality can only take place together
with a change in organisational attitude towards data. A first step
would be appointig direct ownership of data and databases within the
organisation and make the hidden cost of poor quality visible.

A six sigma project can do this for you!