On average, American companies believe that 25% of their data is inaccurate, finds Experian Quality Data in a recent survey. That’s higher than the overall average drawn from 6 countries – the US, UK, Netherlands, Spain, Germany and France – which worsened from 17% to 22% in just a year. While human error is by far the most commonly cited reason for data inaccuracies, companies appear to be lacking a centralized approach to data quality in a time when an increase in digital channels and mobile technology is bringing ever-larger quantities of information.
In fact, about 9 in 10 respondents to the survey said they suffer from common data errors, and 78% have problems with the quality of the data they gather from disparate channels. Interestingly, US companies find that company websites produce the poorest data quality, followed by call centers, while on a global level those positions were reversed. Read the rest at MarketingCharts.