How dirty is your data?
The difference between 'clean' and 'dirty' data could mean 70 percent in your revenue according to SiriusDecisions a US marketing research and advisory firm.
"The company that markets with a healthy data-cleansing routine can realise nearly 70 percent more revenue than an 'average' organisation, based purely on data quality," the firm said.
Whether you love it or hate it, all B2B businesses have a marketing database filled with leads, customers and prospects. If kept up-to-date, this database is key to the success of your marketing campaigns.
If it is used as general storage of contacts and never cleaned up, your email bounce-backs and mail returns will be through the roof and your response rates will be abysmal. According to MarketingSherpa, 2.1 percent of contact data goes bad every month. This means each year almost 25 percent of your contact data gets dirty.
The question is ... do you know which 25 percent?
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