Is Your Database a Pigsty? [Infographic]

Share this content:

B2B marketers need meaty data. But “The State of Marketing Data” benchmark report by NetProspex suggests that many marketers just don't have the chops they need to beef up their data quality. Eighty-four percent of databases analyzed were deemed barely functional. Although most records had the basic fields filled out—such as first name (78%), last name (77%), and title (63%)—many lacked key targeting characteristics. In fact, 82% of records were missing companies' revenue data and 80% lacked the number of company employees, according to the report. Similarly, 74% of records had no industry data and 64% were missing phone numbers.

Disordered databases can cause B2B marketing efforts to fry up like bacon. For instance, only 35% of files were considered functional or higher in terms of email deliverability.

But most marketers have cleaned up one area: duplicate records. Ninety percent of the analyzed files contained less than 10% duplicate records. In fact, companies that leverage data-enrichment services are two times more likely to be satisfied with contact-level and company-level database accuracy compared to those who don't leverage the service, according to 2013 research from Aberdeen Group.

Not surprisingly, 98% of organizations plan to increase their use of data-driven marketing over the coming year, according to Aberdeen. Indeed, having a data-driven mind-set separates leading marketers from the rest of the pack

We know you love infographics. Check out some more Direct Marketing News originals.

close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above