Poor data quality is an issue that comes up daily in both our internal marketing team conversations and with the hundreds of demand marketing and marketing ops teams we closely work with.
We all know it’s a big challenge, yet many of us still struggle to fix it. Why? Because it’s a never-ending quest to get it right and maintain high levels of data accuracy and integrity.
The good news is there are automation solutions and very clear practices you can deploy to address dirty data challenges that negatively impact customer experience, undermine sales partners’ trust and hamstring your ability to deliver optimal results from your marketing programs.
This past week I reviewed a few key articles from data experts for a kick in the butt to get out in front of the dirty data issues. It’s a call to arms to proactively implement measures to prevent bad data where possible and manage the health of our prospect and customer data on an ongoing basis.
Here are three solid reads – from Forrester Research, Sirius Decisions and our own Integrate Data Quality Index – that I hope will spark some ideas and provide inspiration to tackle the poor data quality issue in your organization.