Why Marketers Can't Ignore Data Quality
Marketing Evolution commissioned Forrester Consulting to evaluate the state of organizations' marketing/media data quality and the tactics that help marketers promote quality efficiently and effectively. Forrester conducted a survey with over 400 respondents with authority over marketing/media performance and measurement decisions.
In this study, we explore why data quality is so important, yet marketers are struggling to make the necessary changes to improve the quality of their data - reducing the quality of insights they generate.