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Marketers must have data quality to play in the 'big' league

Paul Newman Archive

Marketers have always used data to guide their campaigns, but the amount of information they use continues to grow. During the past two years, 90 percent of all data was generated and consumers' use of technology is churning out an estimated 2.5 quintillion bytes every day, according to Biz Community. 

Business intelligence programs are being enhanced with big data analytics, which harnesses more than customers' contact information and purchasing histories to determine exactly when and where they can reach clients most effectively. 

However, tapping into new sources of data requires that companies have quality control measures in place, such as address management and deduplication software, that will eliminate inaccurate or outdated content that can impact campaign results. 

If marketers don't have the best data, they might not see the connections between their actions and outcomes, which can now be spotted with big data analytics, according to Forbes. The new decision-making strategy also enables advertising professionals to have fact-based evidence that demonstrates which efforts are the most effective and efficient, so they can continue those initiatives and abandon those that aren't paying off. Ultimately, big data gives companies a lens through which they can view the information stored in their systems to get a better overarching picture of their success.