Impact of poor data quality in Marketing Process:
Misguided marketing promotions - marketing materials being sent to the wrong address with incorrect information including improperly spelled names, title and company. To a prospective customer, your company / client looks stupid.
Wastage of time and money - by targeting a customer who really doesn't exist.
Failure of Predictive and statistical marketing models - these models are only as good as the data that feed them.
Failure of your CRM system - the quality and accuracy of data is an important criteria to the success of your CRM system
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