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Contact data quality statistics

Inaccurate contact data can be harmful to an organization and may cost your company millions of dollars each year. Organizations that focus on contact data quality improve data-driven operations, marketing and general business initiatives. All of the statistics below are sourced from Experian Data Quality's latest research reports. 

Data quality statistics for all industries

of marketers feel driven to turn data into insight 

 of companies have experienced email deliverability challenges in the past 12 months 

of organizations believe inaccurate data is undermining their ability to provide an excellent customer experience 

of organizations lack a coherent, centralized approach to data quality 

*Source: Global Data Quality Research 2016
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Data quality statistics from the retail industry

Percent of their customer and prospect data retailers believe is inaccurate

of retailers believe in the next 5 years, data management will evolve to improve the overall customer experience 

of retailers have experienced email deliverability challenges in the last 12 months

of retailers believe that by 2020, the majority of sales decisions will be driven by customer data 

*Source: Global Data Quality Research 2016

Retail Email Deliverability Consequences

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Data quality statistics from the finance industry

of financial institutions believe inaccurate data is undermining their ability to provide an excellent customer experience

of financial institutions have a data management project planned in the next 12 months 

of financial institutions believe increasing regulations have driven their need for better data analytics and management 

of financial institutions believe it is difficult to predict when and where the next data challenge will arise 

*Source: Global Data Quality Research 2016

Who in your organization is responsible for data quality?

Data quality statistics from the marketing industry

of marketers want to achieve a single customer view to increase customer retention, increase revenue, and strategic decision making

of marketers conduct email marketing campaigns, which is the most popular communication channel for 2016

of companies have experienced email deliverability challenges in the past 12 months 

of marketers feel driven to turn data into insight 

*Source: Global Data Quality Research 2016

Marketer's Motivation for a Single Customer View

Did you know...

of CIOs believe data is changing the way their organization does business

of companies who have a CDO claim to have created the role in the last six months

of CIOs believe data is an asset that is not being fully exploited

of CIOs view the CDO as a trusted advisor of data across the enterprise

*Source: The Chief Data Officer: Bridging the gap between data and decision-making
Want to learn more about the Chief Data Officer role? Download the report