The Importance and Significance of Data Quality
Join Dr. Data, Don Hinman as he discusses several aspects of data. First he looks forward to identify data sources that will be used in the future. He then discusses data quality and shares why data quality is very important in all marketing that we do. Don provides the data quality dimensions necessary for data we use today. Don makes a very valid point that “things change” even with data. Finally, he notes that a total data assessment should be conducted as a review before including data in your marketing process. A must see for all data users.
Donald P. Hinman, Ph.D
Executive Vice President and
Senior Vice President
Don Hinman is the Senior Vice President at Epsilon.
Previously, Dr. Don was the Executive Vice President and Senior Principal for Allant Professional Services. In this role Don leads strategic development to help leverage Allant’s Predictive Intelligence engines, strategic and analytic services and marketing automation capabilities that enable marketers to execute acquisition, growth and retention strategies
Previously, Don was the Group Leader for InfoBase Products at Acxiom Corporation. In that role he lead the product management of Acxiom’s data centric products, including InfoBase consumer and telephone enhancement, list products, and analytic and segmentation products. Don was also the Data Content Group Leader in the Data Division at the Acxiom Corporation. He is a frequent speaker for conferences and seminars in the direct marketing, CRM and database marketing industries.
Prior to joining Acxiom in October 1994, Dr. Hinman was Vice President and Performance Group Manager for The Lifestyle Selector Division of National Demographics & Lifestyles Inc. in Denver, CO (now Equifax DMS). He was responsible for Product Development, Management and Improvement of direct marketing lists and segmentation/modeling services.
Prior to joining NDL in 1984, Dr. Hinman was Manager of Marketing Research Services at Arbitron Ratings Company. In this position he produced custom market analysis for radio and television stations, cable systems and advertising agencies. He has also served as an Assistant Professor of Mass Communication at Mississippi State University and as research consultant to a number of radio and television stations.
Don received his Ph.D. in Mass Communication Research from Bowling Green State University (Ohio) in 1979. His dissertation was "Factors Relating to Salesperson Productivity at Small Market Radio Stations." His M.A. was in Broadcasting from the University of Mississippi in 1976, and his B.A. is in Communications from Mississippi State University in 1975.