Marketing companies sometimes struggle to determine whether their investments are being used to the greatest potential because of inaccurate data. If contact lists contain the names of customers who have not been opening emails or responding to campaigns for months, companies may be wasting their time and money reaching out to them.
This is in addition to the risks they sustain regarding privacy laws if marketing teams do not use data quality
tools to verify that customers' opt-out requests have been respected and their names removed from future email lists.
As businesses look ahead toward 2013, they might be considering strategies to gain more visibility about ROI and improve marketing campaign results. Where data quality is concerned, they might want to follow in the footsteps of Santa Claus, who is the owner of one of the longest lists in the world that requires constant updates and double-checking to ensure it's accurate and complete, as a recent press release by Attivo explained.
The source jokingly suggests that this year, Santa has hopped on board the big data train to fine-tune his "Naughty or Nice" list. Forbes magazine states that it might indeed require such tools to keep track of 7 billion records for all the boys and girls around the world.
Upholding data quality and properly analyzing lists that contain both structured data (grades, chore completion) and unstructured data (good behavior) requires comprehensive tools, Attivo said.