Data quality is key to marketing success
Posted: Tue Jan 21, 2025 10:20 am
According to a recent study, poor data quality is one of the most common problems in B2B marketing, hindering its success. Find out the impact of this lack of quality and why it should be addressed as a priority.
There are many examples of successful B2B marketing, but it can also be said that poor data quality is one of its most frequent problems. To the point of being the silent killer of countless campaigns , according to a new study.
You may be interested in reading:
Data quality: the importance of quality in companies
What is the real problem with poor data quality?
The report, based on a recent survey of 775,000 potential dentist database considered by B2B marketers in the technology sector, revealed that the biggest problems they face is poor quality data .
Specifically, the work found that:
Forty percent of ads failed due to duplicate or inaccurate data, or, for example, invalid email addresses.
Another problem was related to the lack of data such as telephone number and email address.
Problems were also observed in finding the right format, without meeting the necessary specifications.
In both small and medium-sized companies, around forty percent of the planned objectives were not met due to various data quality problems , among which the study highlights data duplication, entering values with invalid ranges and fields with missing data.
The report also considers email validation errors and manual processes used to find and correct poor data quality problems to be errors that cause avoidable costs , resulting in higher investment than necessary.
" The issue of data quality remains one of the biggest obstacles to effectively analyzing customer insights and journeys. It also dramatically increases the costs of analytics projects and negatively impacts performance ," explains Sameer Khan, senior director of product marketing and client analytics at IBM.
Data quality as an essential part of MDM
Data quality, a priority
B2B marketing (Business to Business Marketing) is not directed at the customer, but at other companies. It is a specific type of advertising that companies use to target other organizations and its approach can be just as complex as B2C marketing (Business to Consumer).
There are many examples of successful B2B marketing, but it can also be said that poor data quality is one of its most frequent problems. To the point of being the silent killer of countless campaigns , according to a new study.
You may be interested in reading:
Data quality: the importance of quality in companies
What is the real problem with poor data quality?
The report, based on a recent survey of 775,000 potential dentist database considered by B2B marketers in the technology sector, revealed that the biggest problems they face is poor quality data .
Specifically, the work found that:
Forty percent of ads failed due to duplicate or inaccurate data, or, for example, invalid email addresses.
Another problem was related to the lack of data such as telephone number and email address.
Problems were also observed in finding the right format, without meeting the necessary specifications.
In both small and medium-sized companies, around forty percent of the planned objectives were not met due to various data quality problems , among which the study highlights data duplication, entering values with invalid ranges and fields with missing data.
The report also considers email validation errors and manual processes used to find and correct poor data quality problems to be errors that cause avoidable costs , resulting in higher investment than necessary.
" The issue of data quality remains one of the biggest obstacles to effectively analyzing customer insights and journeys. It also dramatically increases the costs of analytics projects and negatively impacts performance ," explains Sameer Khan, senior director of product marketing and client analytics at IBM.
Data quality as an essential part of MDM
Data quality, a priority
B2B marketing (Business to Business Marketing) is not directed at the customer, but at other companies. It is a specific type of advertising that companies use to target other organizations and its approach can be just as complex as B2C marketing (Business to Consumer).