Taking the following 6 steps can help improve data quality: 1. Perform a data audit to identify errors and gaps in current data. 2. Conduct a systems audit to ensure tools are integrated and functioning properly. 3. Revise data capture processes like forms and surveys to reduce errors. 4. Correct existing data errors by cleaning, deduplicating, and standardizing records. 5. Implement email alerts and reports to monitor data quality over time. 6. Manage data quality practices across departments to maintain high standards.

1. 6 STEPS TO DATA QUALITY6 STEPS TO DATA QUALITY
0
20
40
60
80
100
25%
74%
88%
36%
of the average B2B
marketer’s database
contains critical
data errors1
of companies do not
have a sophisticated
approach to data
quality2
of records
analyzed lack
firmographic data3
of marketers say that
data quality is the biggest
obstacle to marketing
automation success4
Clean, protect and enhance your data
in Marketing Automation
Steps to
Data Quality6
Take on these comprehensive steps
and you will be on your way.
Perform a
Data Audit
Perform a
Systems Audit
Revise data
capture processes
Correct
data errors
Implement email
alerts and reports
Manage data quality
across the organization
of companies
with central data
management had a
significant increase
in profits2
Organizations that
adopt data quality
practices have nearly
more revenue1
53%
70%
DATA QUALITY IS
NOT AN ACCIDENT
THE
BENEFITS OF
DATA QUALITY
SOURCES: (1) SiriusDecisions, The Impact of Bad Data on Demand Creation (2) 2015 Experian The data quality benchmark report
(3) Ascend2 Marketing Automation Benchmark Survey, July 2014 (4) 2014 Netprospex Annual Marketing Data Benchmark Report