Nine in ten marketers say data is their most underutilized asset. Why aren’t they deriving more value from the terabytes of information they collect? Well, mainly because that data isn’t immediately usable. Information compiled from varied sources — like websites, emails, sales, third-party vendors, and even offline channels — tends to be siloed and structured in different formats. Even when one department within a firm gets relevant data into a format it can understand, the resulting intel is still largely unintelligible to other teams and departments. If all that data were translated into a single language — one that is equally useful and informative to sales representatives, IT departments, social-media marketers, and customer service reps — companies could offer customers more compelling, personalized experiences in real-time.
For this reason, we develop a Data Quality Report to gauge the health, depth and breadth of our client’s data after we have clarified their business objectives.