It's a fact, smaller companies would be out of business if they utilized data quality management processes like their bigger brothers!  My mailbox is full of Fortune 500 companies' duplicate mailings of irrelevant offers.  Even basic work like Move Update (National Change of Address) do not seem to matter to companies like Allstate Insurance, Ford Motor Company and Countrywide Mortgage (no wonder a bailout was needed).  It is time for all of us to look at our marketing database, asses data quality from even the lowest common denominator; "does that person live at that address (NCOA)?" and "does that address even exist (CASS, DPV, etc)?"  Only after this basic assesment can marketers pretend to have a chance at driving a true marketing ROI.