Tips to Manage Your Data Effectively

Marketing automation depends only on the accuracy, completeness, and validity of the data on which the automation tool will be run.

Outdated and inaccurate data, information inconsistencies and poorly integrated data may not be in line with the core objectives of marketing automation, slow down the ability to make relevant, timely, and compelling communications, and ultimately hinder efforts to increase sales or business.

In the worst-case scenario, the marketing process driven by poor data quality can actually hinder customer relationships, as illustrated by various studies.

"According to one survey, 55% of respondents had submitted information about products that were irrelevant by business in the previous 12 months," said Nigel Turner, EMEA's Chief Consultant at Global Data Strategies.

Data is a business asset, generated by business operations. Effective data management can produce all possible business outcomes that marketers are looking for.