March 11, 2008 09:36 ET

New Study Provides Roadmap for Meeting Green Marketing Objectives

Aberdeen Group Research Puts Direct Mail Waste Reduction at Top of Green Agenda

BOSTON, MA--(Marketwire - March 11, 2008) - QAS, a part of Experian specializing in customer data quality, today made available an independent benchmark study that underscores the business and environmental benefits of effective customer data quality management. The report from Aberdeen Group, a leading provider of fact-based research and market intelligence, found that sound customer data quality practices, such as using point of entry address validation software, increase revenue, decrease cost, and reduce environmental waste.

In the report, Green Marketing: Leveraging Customer Data to Reduce Direct Mail Waste, Jeff Zabin, research fellow at the Aberdeen Group writes, "Customer data management has long played a key role in driving marketing improvement in terms of both revenue growth and cost reduction. Today more companies are also waking up to the value of customer data management in the context of direct mail waste reduction, which, it turns out, is also becoming an economic imperative."

In a related recent trends study conducted by Aberdeen Group, 40 percent of companies surveyed ranked direct mail waste reduction as one of their top two areas of focus for reducing their environmental footprint.

"Forward-thinking enterprises assess how business practices affect the environment and the bottom line. Whether motivated by corporate citizenship or customer demand, green marketing delivers competitive advantage and is here to stay," said Joel Curry, chief operating officer at QAS. "One way to make an immediate impact is to improve the quality of customer contact data and eliminate the waste of duplicate and misdirected mail. No piece of customer data is more important to this effort than having a correct customer address."

Casual Male Retail Group, the largest specialty retailer of big and tall men's apparel with more than 500 store locations throughout the United States, England and Canada, and e-commerce and catalog operations, uses QAS customer data quality solutions to improve the accuracy of its direct mail campaigns to yield better results and reduce waste. "Using QAS to clean and maintain our customer data has enabled us to improve customer service and marketing efficiency," said Geoff McGhee, director of Database Marketing for Casual Male. "Less time, materials, shipping costs and fuel are wasted on duplicate or undeliverable mail, and we have reduced our bad address rate from about 8 percent to 0.47 percent on average."

Complimentary download of the report is available at

About QAS, a part of Experian

QAS, a part of Experian, is an address data quality software pioneer. The company's QuickAddress products capture, validate, cleanse, standardize and enrich customer contact information. QAS provides solutions to more than 10,000 customers worldwide in retail, education, healthcare, insurance, finance, government and other sectors. The company was established in 1990 has offices throughout the U.S., Europe and Asia Pacific. For more information, visit

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