A Roadmap For Marketing Data Improvement

January 1st, 2018

Julian Archer

Summary

Improving a marketing database often seems to be a Herculean task, with positive impact too far off to make it a high priority. Dividing data issues into short-, medium-, and long-term categories help an organization deliver quickly and work toward bigger goals. Structure your data improvement roadmap with multiple milestones in order to make it easier to manage expectations and budget resources.

Despite knowing and even experiencing how data serves as a transformative marketing tool, B2B organizations continue to display a stubborn reluctance to invest in its quality. Excuses abound, be they the fact that the job is too complex, that money is better spent on programs or the return won’t be seen immediately. In this report, we explain how to divide database improvement into component parts, prioritize projects and investment, and start enjoying the benefits that quality data and insightful analysis delivers.

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