According to the Forrester report titled, “Why Marketers Can’t Ignore Data Quality” report, 37.6% of marketers waste marketing spends as a result of poor marketing or media data quality. Meanwhile, around 35% suffer from inaccurate targeting, and 30% have lost customers due to this problem. Averages of 26% of marketing campaigns have been hurt by poor data quality, the report found.
As per the report, marketers believe they will benefit from making improvements to their marketing/media data quality. Some of the top advantages include improved customer experiences, improved customer targeting, faster decision-making, and reduced media spending waste.