Direct News: Experian to seek data benchmark

Eight financial services companies are to form a data quality forum and have hired data specialist Experian to conduct a feasibility study into developing a benchmark for effective customer data.

Experian's marketing services arm will validate nearly 1m of the companies' customer records. The results will be used to determine an average data quality benchmark for the accuracy of variables such as addresses and home telephone numbers.

'Our work provides an excellent starting point from which to develop a financial services industry standard for data quality,' said Sophie Sail, head of product management at Experian's marketing services unit.