Top 50 Managers Meet In Chicago

"The biggest nightmare is mixing up the data. The simplest things can throw the whole merge off," said Mark Dreimiller from Progressive. Part of the problem, he added, is that no one wants ownership of the database.

Don Davis from LSU agreed that data management presented a problem.

"In our organization there's no one keeper of the list," he said, "and I think it's the list management that has caused all of the problems."