While everyone knows marketing data integrity is incredibly important, our industry-wide efforts to address the issue aren’t keeping pace with the proliferation of bad data.
In fact, a recent Ascend2 Research survey found that “Improving data quality” was overwhelmingly the No. 1 “Most Challenging Obstacle to data-driven marketing success.” The consequences of dirty data will skyrocket in 2016 Reasons abound for the causes of poor data quality, and Integrate has published an entire eBook on the subject. But what’s rarely discussed is how the negative effects of these data issues are only multiplying as technology adoption and customer engagement tactics advance.
Author: David Crane