Wash balance

from Wikipedia, the free encyclopedia

In address trading, the term washing comparison refers to the cleaning up of address databases with regard to their topicality and creditworthiness . The removal of customers with negative characteristics from the customer base is intended to prevent companies from incurring expenses in relation to potential customers with whom they do not want to do business anyway due to a lack of creditworthiness.

literature

  • Ralf T. Kreutzer: Practice-oriented direct marketing: concepts - instruments - case studies. Gabler, Wiesbaden 2009, ISBN 978-3-8349-0574-1 .