Vision Report

The Value Proposition For Data Quality

January 1st, 2018
Julian Archer, null
Julian Archer


Assess the value of better data by examining the lift it provides and the cost avoidance it enables. Data quality affects all program families in the Forrester Campaign Framework, not just demand. Capture savings in areas such as opportunity costs and risk reduction, even if they’re difficult to quantify.

With B2B marketing data, we buy big chunks of fresh data and see immediate short-term gains, but the pain of that same data aging slowly to become no longer useful — perhaps even harmful — is suffered for a long time. When making the case for an investment in data quality, marketing operations leaders must communicate both the positive benefits and the reduction in pain. In this report, we provide an approach to measuring the value of data quality so that stakeholders can properly evaluate data investments.

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