Poor data is costing brands 6% of annual revenue

Around 6% of annual revenue is being lost through poor quality data, according to new research by Royal Mail.
Given the positive impact well-maintained contact data can have on campaign performance, it’s perhaps surprising that around 70% of the 300 companies surveyed admit to having incomplete or out-of-date customer data. And the problem is getting worse given this figure is up 12% compared to 2014.
However, 34% of marketers fail to fully understand the financial impact o