Poor quality data is the result of numerous errors that can progressively ruin the success of your marketing campaigns. In fact, according to IDG, poor data quality is one of the modern marketer’s biggest concerns, with 66% of those polled declaring data quality and accuracy as a “top priority”. 

Inaccurate names, addresses and contact details, along with duplicate records and decayed information, will distort your view of a customer, resulting in poor campaign results and inaccurate insights. Worse still, it creates a bad experience for your customers whereby they either miss out on a specific offer, are targeted wrongly or receive the same message multiple times.

Customers are now more in tune than ever before with knowing what they want from a brand experience, and how they want to be engaged with. According to Accenture, 81% of consumers want brands to understand them better and know when, and when not, to approach them.

It’s clear that marketers understand this too because 77% believe real-time personalization through customer data is crucial. However, despite knowing this, only 33% of marketers admit to actually being able to truly personalize the customer experience in real-time.