Why Poor Data Quality Is Impacting Profits

Why Poor Data Quality Is Impacting Profits

Unreliable SourceUnreliable Source

92% of survey respondents said their customer/prospect data may be inaccurate in some way.

Most Common Data ErrorsMost Common Data Errors

Incomplete or missing data: 51%, Outdated information: 48%, Inaccuracies: 44%

Hands-OffHands-Off

43% said their organizations are either “unaware” or simply “reactive” about their data quality.

Random EffortRandom Effort

63% said their companies lack a coherent, centralized approach to their data quality strategy.

Sales StrategySales 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 StrategyMost 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 DataBiggest 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 EngagementConsumer Engagement

53% said they depend on data to understand customer needs, and 51% said it’s a great resource for finding new customers.

Send SnagsSend 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)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%

Dennis McCafferty
Dennis McCafferty is a contributor to CIO Insight. He covers topics such as IT leadership, IT strategy, collaboration, and IT for businesses.

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