‘Data-driven marketing requires data quality’ – ‘Experian Marketing Forward’ Blog
The latest post on ‘Experian Marketing Forward’ Blog is titled “Data-driven marketing requires data quality”.
Erin Haselkorn says, “In 2014, more marketers will look to take advantage of data-driven initiatives. These include cross-channel marketing, consumer intelligence, loyalty campaigns or targeted marketing efforts. All of these areas require data in order to drive success.
That might be why 93 percent of companies believe data is essential to their marketing success. We see many companies looking to maximize their first party data, but also enrich their database with third party insight. Combined, businesses gain incredible insight that allows them to connect with consumers in more ways than ever before.
While there is certainly more information, companies struggle to harness and action their data, often due to data quality challenges“.
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