Don’t let your organization stuff its database with poor quality information.
If there’s one thing marketers are thankful for, it’s data. They can’t help but gobble it up—often asking consumers and data vendors for second and third helpings.
This cornucopia of information can help marketers meet numerous goals. According to Ascend2’s “Data-Driven Marketing Trends Survey Summary Report,” 60% of the 234 marketing, business, and sales professionals surveyed say personalization is their most important data-driven marketing objective. Measuring ROI (51%), targeting individual market segments (50%), and acquiring new customers (41%) were also main priorities.
With those priorities come challenges in achieving them. According to Ascend2, 59% of professionals say improving data quality is the biggest hurdle simmering in their organization. About a quarter of respondents (27%) consider their data quality very or somewhat poor.
Is questionable information being baked into your data casserole? Check out the infographic below to inspire you to quit collecting poor data cold turkey.
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Originally posted 2015-11-22 14:19:03.