Contact Data Quality and Retail Organizations: Current Perceptions, Cleansing Practices and Accuracy Levels

Conclusion
Even though retailers have been scaling back, investments in data quality continue. This strong push toward data quality initiatives shows that retailers view their central database as a valuable asset, helping to drive their businesses forward.

While survey respondents revealed trends in common data errors — such as outdated information or missing and incomplete data — it's important for retail organizations to review their own data quality practices and implement strategies that will improve specific data quality problems within their organizations.