Direct marketing is about communicating a message to a specific prospect or customer. But ensuring data quality can be a significant challenge if you have 500,000 or more prospect records in your CRM system and you are trying to target the right prospect. The challenge becomes matching the target audience of your upcoming marketing campaign to the records in your database. How do you select the correct prospects? Data quality, data integration, and other functions of enterprise information management (EIM) are crucial to this endeavor. This free white paper is your first step towards data quality management.