Why Poor Data Quality Is Impacting Profits
Unreliable Source
92% of survey respondents said their customer/prospect data may be inaccurate in some way.
Most Common Data Errors
Incomplete or missing data: 51%, Outdated information: 48%, Inaccuracies: 44%
Hands-Off
43% said their organizations are either “unaware” or simply “reactive” about their data quality.
Random Effort
63% said their companies lack a coherent, centralized approach to their data quality strategy.
Sales Strategy
53% of those at companies with a central approach say their organizations’ profits have significantly increased in the last 12 months.
Most Likely Managers to Oversee a Centralized Data Strategy
Chief data officer: 29%, CIO or CTO: 23%, Data governance officer: 13%, CFO: 12%, CMO: 11%
Biggest Benefits of High Quality Data
Increased efficiency: 58%, Mobile Website performance: 55%, Improved decision-making: 51%, Cost savings: 47%, Protection of organization reputation: 46%
Consumer Engagement
53% said they depend on data to understand customer needs, and 51% said it’s a great resource for finding new customers.
Send Snags
90% of survey respondents said their companies conduct email marketing campaigns, but 78% said their organizations have had email delivery problems in the last 12 months.
Biggest Consequences of Failed Email Delivery (U.S. Only)
Inability to communicate with subscribers: 35%, Poor customer service: 33%, Lost revenue: 33%, Unnecessary Costs: 29%, Regulatory issues: 27%
