There are various times in a marketers life that the (lack of) good quality data really rears its head - that major summer event, the launch of a new product or service and, at this time of year, the dreaded Christmas card list!

Sadly most people think that an annual 'clean up' of data is sufficient and I am often looked at as if I have grown two heads when I tell our staff that data needs constant cleaning, monitoring and maintenance.

Still, I am looking forward to the New Year when I roll up my sleeves and begin a new era of data management.........what fun!  Merry Christmas and a Happy New Year - hopefully Santa's data lists are up to date and he won't miss your chimney this year!