"London has small and mid-sized firms pressurised to expand and stay relevant now. Tight markets and acquisition costs squeeze them. The fixed, reliable asset is agreed-upon client data, promptly mobilised along the funnel. It's gathered openly, and it's filtered strictly when needed. SMEs already operate across the entire UK business base, so they're broad in reach today. Only slight increases in data discipline multiply across the capital's ecosystem."
"The initial step is a minor yet significant move to shore up fundamentals properly first. Only then can analytics and AI be overlaid safely. This is where lightweight data quality tooling comes in and is really useful. For instance, egon.com specialises in address validation, deduplication, and geocoding to ensure CRM records stay sufficiently accurate. They can be sliced, delivered, and planned across territories without undue overhead."
Small and mid-sized London firms face pressure to expand amid tight markets and high acquisition costs, making reliable client data a critical asset. Agreed-upon, first-party data should be gathered openly, filtered when necessary, and mobilised through the funnel to multiply value across the city's ecosystem. Strengthening fundamentals with lightweight data quality tooling—such as address validation, deduplication, and geocoding—prepares CRM records for analytics and AI. First-party capture points must collect minimal useful information alongside clear value exchange and easy preference management. UK email, SMS and PECR rules limit soft opt-in, so suppression lists and preference centres remain mandatory. Normalising, verifying and de-duplicating inputs improves downstream targeting and operations.
Read at London Business News | Londonlovesbusiness.com
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