BOSTON, MA--(Marketwire - March 8, 2011) - A new study on Turning Pain into Productivity with Master Data Management published by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), shows that top performers in keeping their master data clean, accurate, and available were able to better meet their customer's needs, achieve greater visibility into their business, and boost employee productivity.

Master data is a term for important data that feeds applications and business activity, as well as the reference data that knows how different databases relate to each other. Despite being a vital part of any organization, the management and maintenance of this information is currently seeing low levels of support.

Across all industries, the level of accuracy for master data is very poor. Almost a quarter of all organizations reported that under 50% of their master data was accurate and properly classified. When master data is incorrect or incomplete, it negatively impacts business decisions and day-to-day operations. Even worse, by the time such errors are discoverd, the damage is usually already done.

Organizations that displayed top performance at managing their master data, however, were not only able to avoid these problems, but recognized tangible business benefits, such as increasing their product sales by 8% over laggard organizations.

"Having a formal Master Data Management program was perhaps the single largest contributor to success," said Nathaniel Rowe, research analyst, Aberdeen. "Ninety-four percent of top performing companies either reported that they currently have a program, or were in the process of implementing one. Conversely, only one out of every five laggard organizations had a Master Data Management initiative."

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About Aberdeen Group, a Harte-Hanks Company

Aberdeen provides fact-based research and market intelligence that delivers demonstrable results. Having queried more than 30,000 companies in the past two years, Aberdeen is positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen or call (617) 854-5200, or to learn more about Harte-Hanks, call (800) 456-9748.

(C) 2011 Aberdeen Group, Inc., a Harte-Hanks Company
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Telephone: (617) 854-5200
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