Sky Cassidy: “Dirty data” tops brands’ hurdle list in serving their customers

Reports have shown 94 percent of businesses suspect that their customer data is inaccurate. Thus, B2B companies need to take proactive measures to ensure data is clean for customers to have better experiences with their company. B2B marketers are driven crazy by dirty data. At the same time, most marketers would prefer not to be involved with managing the data they use. Keeping marketing data clean is mostly a ‘not in my back yard’ issue. Marketers will talk about how important it is and how...