This information confirms what I was talking about in my last post. It is nice to see some research backing my thoughts up. The article is from BtoB Magazine.
Study: Bad marketing data harms demand creation
Story posted: December 22, 2008 – 1:44 pm EDT
Wilton, Conn.-A new study by research company SiriusDecisions reveals that many databases of b-to-b companies are filled with inaccurate data, including records that have not been properly labeled, managed and maintained.
SiriusDecisions’ study has found that 10% to 25% of b-to-b marketing database contacts contain “critical errors,” ranging from incorrect demographic data to lack of information concerning current status in the buying cycle.
The company said that marketers with a healthy data-cleansing routine can realize nearly 70% more revenue than an “average” organization, based purely on data quality.
The company added that the average b-to-b organization typically doubles the amount of data every 12 months to 18 months, and the longer incorrect records remain in a database, the greater the financial impact. -Christopher Hosford
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