Contact Data Quality and Retail Organizations: Current Perceptions, Cleansing Practices and Accuracy Levels
Sales was cited as the main department that causes data errors, but many retail respondents also stated that multiple departments contribute to contact data errors. Budget, staff errors and internal resources were reported as the main barriers to maintaining accurate contact data.
Even with decreasing budgets, retailers still waste large amounts of budget on incorrect data. In fact, 54 percent of respondents say that 5 percent to 30 percent of their marketing budget is wasted as a result of bad data.
- Companies:
- Experian
- QAS, an Experian Co.
- Places:
- U.S.
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