Want to Be a Data-Driven Company? You Better Think About Data Quality

Poor data management practices directly relates to the main challenges retailers are facing in this cross-channel environment. The list below explains three key data quality components that produce challenges for marketers:

1. Incomplete or missing data: Contact information on consumers is often incomplete. Different channels require different pieces of contact data to complete a transaction, leading only to the collection of details required for that transaction. In addition, some consumers don't wish to provide contact details. That makes it impossible for retailers to communicate with consumers across all desired channels.