Marketing campaigns depend on data quality

Data quality plays an integral part in the success of marketing campaigns, an expert has said.
According to Kevin Slatter, managing director of G2 Data Dynamics, campaigns without clean data are inefficient and can be completely useless.

Writing for Marketing Week, he said the responsibility for the success or failure of marketing initiatives was in large part down to the data manager.

"Without clean, deduped, suppressed data, CRM programs are at best inefficient and at worst totally useless in terms of driving a profitable campaign," Mr Slatter said.

"Poor-quality data has in many cases caused the so-called death of CRM headlines that we have seen over the past few years."

He advocated optimisation, simplicity and consistency throughout the company in order to reflect this in advertising campaigns.

Expert Danette McGilvray recently told Data Search Management that achieving good quality data is the responsibility of every employee of a business.

© Equi=Media Ltd