More than 9 in 10 companies believe that some form of data is essential to their marketing success, reveals a recent report from Experian Quality Data. But, obviously, some forms of data are simply more essential than others. Not surprisingly, contact data is considered essential by most respondents connected to data management – who hailed from the US, UK, Netherlands, Spain, Germany and France.
That might sound basic, but it doesn’t mean it’s easy. In fact, when North American B2B marketers were recently asked the areas of customer insight that most need improvement, the top response was basic engagement data, such as titles, roles and contact information, cited by 59% as an area they would like to improve. That suggests that many aren’t confident in the quality of the most basic information they need, although it’s also possible that the presence of this data at the top of the list is a reflection of how critical respondents perceive it be. Read the rest at MarketingCharts.