Why Are Marketers Struggling With Their Data Accuracy? [According to Research]
Marketing Insights for Professionals
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With the rise of digital marketing, marketers are now able to collect vast amounts of data about customers and their behavior and preferences. However, making sure data is high-quality and relevant is key to actually achieving ROI.
10 July 2023
To capitalize on the wealth of customer data now available to businesses, modern marketers are investing heavily in the latest data analytics tools and technology. Yet despite this, many are still struggling to collect accurate data. This can be due to a variety of factors, such as data silos and data privacy regulations.
Learn more: How Marketing Silos Jeopardize Your Team's Efforts (and How to Avoid Them)
To better understand the current state of data accuracy in marketing, we asked 209 marketing professionals how concerned they are and what affects the accuracy of their data, while exploring the importance of high-quality information and insights to their business operations and strategy.
How concerned are marketing professionals about the accuracy of their data?
When we asked our respondents to rate their concerns over data accuracy within their company, 40% reported that they’re ‘moderately concerned’, while 17% said that they were ‘extremely concerned’. A further 17% claimed they were ‘very concerned’ and 23% were ‘slightly concerned’. Just 4% said they were ‘not concerned at all’.
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