Papamichail, Antoniadis Information Quality Issues in Telco Database Marketing Campaigns Abstract Information Quality Issues in Telco Database Marketing Campaigns

This paper discusses information quality issues concerning consumer data assimilated by telecommunication companies (telcos) in regional and global ventures. First, it describes various problematic and evolving environmental constraints that necessitate the adoption of new integration technologies. Then, it describes the consumer information characteristics and demonstrates that they require handling as a product having a full life-cycle. Our prime objectives are to assess the business impact of consumer data quality and to determine effective information technology decision-making strategies for telco database marketing campaigns