How Much Bad Information Integrity Can Cost You?

Poor information integrity can be very damaging to your business, especially when it comes to marketing and sales.

Photo credits: Aleutie

Even though everyone knows that the integrity of information in marketing is incredibly important, bad data continues to proliferate.

The reasons for this evil information integrity causing poor data quality, abound. But what is rarely discussed is how the negative effects of these issues multiply as the adoption of advanced customer engagement technology and tactics advances.

In a fast moving marketing environment, professionals need to be much more cautious about the quality maintenance procedure. information integrity.

Here we are going to look at some trends that show why this can be increasingly damaging.

The serious consequences of the lack of integrity of the information

In the world of marketing, the poor quality of information derived from the lack of information integrity can lead to:

1. You need to expand the budget: savings disappear when the costs associated with information processing. CRM and automated marketing systems must be data-fueled, and institutions increasingly have more at their fingertips. ButWhat happens when the customer database grows without an information integrity check?? Every time new leads are added and, about each of them, more data of all kinds. It is not only necessary to learn to differentiate relevant information from that which is not relevant, but it is also necessary understand that a complex structure incorporating numerous systems, tools and data associations needs the removal of inaccurate information, duplicate or outdated.
2. Erroneous actions that derive from a greater dependence on data: the coordination of all marketing items (people, technology, processes and operations) needs a deeper commitment to balance and function effectively. The first step is to understand how the components of this network communicate and contribute to the overall customer experience and business value; the next, guarantee the information integrity so that the single vision is a constant within the reach of all technologies, marketing programs and users. Only with the confidence of having quality data, the sales team will be able to turn the purposes behind the marketing strategy into results. Because the opposite is equivalent to using the wrong medium, the least accurate message and the wrong time to contact each potential customer, ruining the chances of closing the sale.

Ensuring the good quality of the data implies ensuring the information integrity and it is the way to overcome these challenges that have such serious consequences. Sometimes it's not about saving, but of guarantee the profitability of a share; Besides, data dependency is not negative, as long as they comply with the Attributes needed to be trustworthy (precision, integrity, update, consistency and integrity, among others). Only from reliable and quality information can informed decisions be extracted and that should be the starting point of any action, both in the commercial or marketing area as well as in the rest of the departments.