Car manufacturers have been revealed as the fifth worst sector at keeping its customer data up to date.

Whilst organisations such as Volvo, Ford and Citroen maintain their databases, car brands such as BMW, Toyota and Vauxhall could do better.  

The Data Hygiene Report research was conducted by email amongst the UK’s data bureaux in May 2015

The survey carried out biannually investigates the priority different industries place on their customer data in terms of keeping it clean, up-to-date and in accordance with the Data Protection Act.

Seventy-five per cent of the respondents believe that data hygiene has, over the last two years, become more of a priority for organisations.

This is because of the brand damage that is now associated with poorly targeted marketing activity, for example direct mail sent to people that have died.

Eighty-seven per cent of consumers said that they would cease trading with a company that targeted a deceased family member.

Karen Pritchard, product director, Millennium Data, said: " With 45 million pieces of deceased mail sent annually, this equates to billions in lost revenue each year.

“Car brands have long recognised the benefits of direct marketing in terms of keeping in touch with their customers during the long purchasing cycle.

“However, with increasing levels of consumer anger against poor marketing practices, clean customer data must become a priority.”

The automotive sector is the fifth least ‘hygienic’ when it comes to customer data, behind retailers, charities, financial services and travel and leisure companies.

“Considering the industry is a prolific direct mailer significant amounts of money could be saved by reducing mis-targeted mailings to people that have moved, passed away or no longer want to be contacted.” 

Ranking:

1. Retail

2. Charity

3. Financial

4. Travel and Leisure

5. Automotive

6. Utilities

7. Healthcare

8. Publishing and media

9. Technology