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Unbelievably, this optical illusion is a still image. It may send your brain into a spin, but that’s nothing compared to the lack of focus some organisations have when it comes to their name and address databases.

However, this year many companies are facing up to the task of getting real value from their files by focusing on the quality of their records.

Deciding to cleanse is just the first step. You also need to decide which sources to use to verify your records. If you want to find out about the various suppression files, our free guide to data cleansing sources is essential reading.

To download your free copy go to

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