When it comes to the wealth of data that marketers have at their fingertips, harnessing accurate and clean data is key to building an effective marketing campaign, but new research shows marketing teams may be facing some challenges. According to a 2019 Forrester Consulting study, marketers are struggling with vast amounts of unclean data or “data pollution” that could result in loss of volume and negative impacts on campaigns.
The devil’s in the details — or in marketing’s case, the devil’s in the data. Almost every B2B marketer has a data problem, whether it’s getting the right data on target accounts ensuring data is accurate and up to date or aligning sales and marketing around the same data, the list is endless. And thanks to GDPR, the pressure is on to get your data strategies cleaned up and compliant.
The challenges marketers face today regarding data have not changed. We still need to collect and leverage data to generate demand. GDPR forces companies to examine their approach to data collection and comply with the rules or suffer the consequences. Considering the privacy controversies currently surrounding Facebook and Google, one would think marketers would be obsessed with being compliant, but are they?
Poor data practices continue to be a detriment to any company’s success, according to a new report from Dun & Bradstreet. The research shows that almost 20% of businesses have lost a customer due to using incomplete or inaccurate information, while an additional 15% said they failed to sign a new contract with a customer for the same reason.
Key findings from the survey include:
The report, which surveyed more than 500 business decision makers, found that almost half (46%) of the survey respondents said data is too siloed to comprehend. Respondents said their biggest data challenges are protecting data privacy (34%), having accurate data (26%) and analyzing and processing that data (24%).
These challenges may be caused by a lack of data structure and support. According to the survey, 41% of respondents said no one in their organization was responsible for data management and 52% said they do not have enough budget to implement data management practices.
"Information has always been critical for businesses, but over the past decade, the volume of data, the types of information available and the ability to do new things with that data have expanded enormously,” said Anthony Scriffignano, Chief Data Scientist at Dun & Bradstreet, in a statement. “It's not surprising that many business leaders feel they are still catching up and their organizations are yet to make the most of data — and some have even been fined or lost customers due to incomplete or 'dirty' data."