It must have been around 2002, that I was discussing the Return On Investment of data quality tools with one of the founders of Human Inference, Norbert Mergen. While discussing the well known benefits: less return mail, more effective campaigns, reduction of debitor risk, single customer view, … I brought another subject at the table: isn’t it strange that we really do ROI calculations on such an obvious need? Did you ever create a fence in the garden and question the ROI of a hammer? We published on this matter in dutch back in 2002 in the CRM Marketing Centre and included the hammer discussion. And now, in 2008, it is so interesting to see that many people nowadays have put the same questions, reading the blog of Jack Vinson “Stop thinking ROI, think success!” Anyway, it may not convince your management, so you will still need to do the maths, but just bringing the subject to the table may help you getting your data quality project going.