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BizReport : Advertising archives : January 30, 2015

Study: Dirty Data a problem for marketers

There is a new danger in the online space, marketers, and it may be in your data silos even now. Dirty data, or data that has been compromised in some way, is becoming a big problem for brands. In fact, according to new data out from Integrate about 40% of data generated for B2B brands may be 'dirty'.

by Kristina Knight

What is dirty data? The report identifies dirty data as containing invalid or incomplete information, duplicated entries, and they note that of the more than 775,000 pieces of data they examined more than one-third (40%) was found to be contaminated in some way.

"As marketing becomes increasingly data-driven, it's time for marketers to make data quality a top priority," said Scott Vaughan, CMO of Integrate. "Integrate's analysis clearly shows that marketers are generating a large portion of poor quality leads, including those with improper formatting and even inaccuracies. Bad prospect information can have negative consequences, including wasted media investment, squandered resources and poor customer experience, which marketers simply can't afford."

Some interesting takeaways from the report include:

• 15% of dirty data comes from duplications
• 10% from invalid values or ranges
• 8% from missing fields
• Dirty data could cost B2B brands more than $2.5 million

"Dirty data is the silent killer of marketing campaigns," says Matt Heinz, President of Heinz Marketing. "It makes you look bad, depresses the impact of great content and offers, and can put your brand, reputation and domain at risk (or worse). Ignore this report and its implications for your business at your peril."

Image via Shutterstock

Tags: advertising, big data, data collection, dirty data, Integrate

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