A problem facing marketing data analysts actually lies in the quality content. According to Martin Doyle, data of poor quality can be harmful to brands, while decisions made based on high quality data helps raise the reputation of brands (Why Data Quality Is a Marketing Problem). He argues that poor data quality tend to have a negative impact on marketers’ balancing act. Launching marketing activities based on the poor quality data, marketers may target the wrong group of customers with ineffective method, which will finally lead to a waste of resources and even damage to the brand image. Only data with high quality can provide meaningful hints on customer recruitment and retention.
Questions and comments? Contact me on Twitter @MoChen_IMC or LinkedIn.