7 STEPS TO A HEALTHIER
MARKETING DATABASE
*Gartner
What are the most common data quality issues?
X Duplicate data
X Inaccurate data
X Ambiguous data
To complicate matters further, data privacy
regulations are proliferating and changing the way
we handle, organize, and manage our data — and
organizations must be more disciplined in how
they manage their data.
BAD DATA
CAN HINDER SOME OF THE BEST
MARKETING CAMPAIGNS, LEADING TO POOR
RESULTS.
Just a few years ago, only a small percentage of marketers believed that
their data was clean and up to date. Gartner predicted that in 2022, 70% of
organizations would rigorously track data quality levels via metrics. Does your
organization have clean, quality data?
Why is it so important to clean up bad data? Because it can cause a lot of
chaos. The D3 Methodology teaches us that bad data:
X Can negatively impact the prospect
and customer experience
X Hinders margins and sales
efficiencies
X Reduces the reliability of analytics
X Damages marketing's credibility
within the organization
X Prevents businesses from achieving
revenue goals
According to a study conducted by Salesforce, the average customer's
contact database is composed of 90% incomplete contacts, with 20% of
records being useless, 74% needing updates, and more than 25% being
duplicates. Even if you think you've done a good job uploading your lists and
normalizing the data along the way, there are reasons why your database
doesn't stay healthy.
Good data perishes over time. Today, employees change companies and roles
often, and companies change locations frequently, causing up to 22 percent
degradation in data correctness. Additionally, bad data is pumped into systems
unknowingly, filling them with invalid, incomplete, or duplicate data. Not
to mention that most companies have no real strategy in place to clean up
data. Or, even if they have a strategy, they lack the resources necessary to
implement it.
Every year, poor quality data costs organizations
$12.9 Million*
X Hidden data
X Inconsistent data
X Too much data
