Sales & Marketing Data Cleanliness, December 2013 [CHART]
The marketing landscape is changing, and marketers are well aware that data analysis skills are becoming increasingly important. But the ability to extract and act upon relevant insights depends on the health of the data itself – the old garbage in, garbage out adage. And once again, research suggests that marketers’ data hygiene isn’t optimal. A recent survey from Demand Metric indicates that just 36% of executives rate their sales and marketing data as being “clean” (32%) or “very clean” (4%), while 37% rate it “dirty” (29%) or “very dirty” (6%).
In this case, the top level of cleanliness refers to error-free data that is not missing any key information fields. Read the rest at MarketingCharts.