How to Use Data Appending for Marketing Automation?

According to one report, poor data management and quality is the biggest obstacle that prevents marketers from generating significant ROI into marketing automation platforms. Tweet This!

The 2016 MarTech Data Report, based on a survey of 400 U.S. marketers and sales executives illustrates both the importance of data appending companies.

for advanced marketing success, as well as the inefficient handling and use of data.

For example, the report found that the main problem for 49% of respondents using a marketing automation platform is data cleanliness problems, such as data erasing and deletion.

In addition, 51% reported missing data contributing to data quality, while 55% thought that incorrect data was a major contributor to low-quality data. More than half of respondents also reported data damage as a critical challenge, and 26% said the wrong format caused problems.

Overall, quality and data management are the top two marketing technology challenges based on the report.

"To compete in today's data-driven economy, companies must maximize quality and data management,"

As marketing runs on data, organizations have begun to rely on data quality and management as their top priorities. According to the report, marketers spend most of their time on analysis and reporting, followed by data management, campaign implementation, sales support, strategy, and planning.