At Christmas time retailers will find they have an absolute deluge of customer data coming in. Names, email addresses, postal codes, product preferences, purchase and card details, real-time behavioral insights, delivery preferences – that’s a lot of stuff to store and process. If you’re not careful, you’ll end up in a festive jumble with money being wasted all over the shop at a time of year when profit really counts.

Poor quality data is the result of numerous errors that can progressively ruin the success of your marketing campaigns. In fact, according to IDG, poor data quality is one of the modern marketer’s biggest concerns, with 66% of those polled declaring data quality and accuracy as a “top priority”. 

Inaccurate names, addresses and contact details, along with duplicate records and decayed information, will distort your view of a customer, resulting in poor campaign results and inaccurate insights. Worse still, it creates a bad experience for your customers whereby they either miss out on a specific offer, are targeted wrongly or receive the same message multiple times.