When Data Is the Problem, Not the Solution: Five Use Cases Driving Better Data Hygiene

The world has changed, and that means marketers and revenue operations teams need to adjust their strategies. There's a lot of data out there, but not all of it is useful. Companies are losing customers due to incomplete or inaccurate data and are missing out on revenue opportunities. To properly harness data, marketers and revenue operations teams need quality and reliable data about their clients and prospective clients.

Five key use cases are driving adoption of data hygiene and enrichment practices, such as leveraging existing relationships, developing a clear view of parent/sibling relationships, targeting parent companies, building lookalike campaigns, and making a clear, defensible ROI case. Data must be continually managed and cultivated, or else campaigns are unlikely to be successful.

COVID has accelerated the world's transition to digital, and data is more valuable than ever. Quality data is essential for successful marketing campaigns and should be prioritized to ensure customer retention and revenue growth.