Five Ways Dirty Data Is Killing Marketing Performance

Email     |     Share  
1 | 2 | 3 | 4 | 5 | 6 | 7
Next Five Ways Dirty Data Is Killing Marketing Performance-6 Next

Decreased Marketing Automation and CRM ROI

By wasting usage volume on ineffective data, organizations’ ROI for marketing tech systems takes a hit too.  In fact, 36 percent of marketers say “insufficient data quality” is the biggest obstacle to marketing automation success. With average B2B lead prices at over $50, the failed email and address validation issues from the recent analysis would translate into more than $2.5 million in wasted media spend.

As marketing becomes increasingly data driven, it’s time for marketers to make data quality a top priority. Following a recent analysis from Integrate, which examined the data quality of more than 775,000 leads generated for B2B marketers in the technology industry in 2014, it’s clear that poor prospect data quality is a rampant problem for marketers. Specifically, 40 percent of leads generated by third-party media partners for marketing clients, on average, didn’t meet marketers’ criteria or contained invalid, incomplete or duplicate data.

These findings amplify the challenge that marketers face in acquiring clean, accurate data via third-party demand gen programs. They also highlight the enormous roadblock dirty data can create if it’s not governed before being imported into marketing automation nurture tracks or passed to sales for follow up. At a time when marketers are held more accountable for ROI and customer acquisition, bad prospect information can have several negative consequences, which marketers simply can’t afford.

To overcome this silent killer of marketing campaigns, organizations need to first make data quality a priority. They must also implement software to properly validate and govern their data. Without taking these vital steps, Scott Vaughan, CMO of Integrate, says that marketers risk the following five consequences.

 

Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

 
More Slideshows

Classroom tech Ten New Technologies Transforming the Classroom

Here are 10 ways that college professors are taking advantage of the technology students currently use and adding new technologies to enhance the teaching and learning experiences. ...  More >>

IBM Watson How and Why Companies Are Incorporating the Power of IBM Watson

Watson continuously learns from previous interactions, gaining in value and knowledge over time. Learn how companies are harnessing that AI power to create and improve products and services. ...  More >>

infra100-190x128 Top 10 Strategic Technology Trends for 2017

Here are the top 10 strategic technology trends that will impact most organizations in 2017. Strategic technology trends are defined as those with substantial disruptive potential or those reaching the tipping point over the next five years. ...  More >>

Subscribe to our Newsletters

Sign up now and get the best business technology insights direct to your inbox.