Marketers are under extreme pressure to be data-driven. Yet, you won’t find marketers talking about poor data quality or questioning the lack of data management and data ownership within their organizations. Instead, they strive to be data-driven with bad data. Tragic irony!
For most marketers, problems like incomplete data, typos, and duplicates are not even recognized as a problem. They’d spend hours fixing mistakes on Excel, or they’d be researching for plugins to connect data sources and improve workflows, but they are not aware that these are data quality issues that have a ripple effect across the organization resulting in millions of lost money.