Retailers Struggle With Multichannel Contact Data Accuracy

The types of errors seem to be consistent. Incomplete information was the most prevalent issue, with 75 percent of respondents citing this error. After that, outdated information and spelling mistakes were most common.

These types of errors are, in part, the result of the large amount of manual processes being used to clean contact data. Retailers rely on staff measurement, manual review and staff training for data cleansing. Seven percent of the retailers surveyed didn't have a strategy in place to manage inaccurate contact data.