Maintaining high quality, accurate data is a challenge that requires continuous attention. Like fruit in a bowl, data will quickly go bad if it is neglected and not refreshed.
Think about how often names, addresses, phone numbers, job titles and businesses change or become obsolete. If you’re planning to send a marketing communication or create personalised content for your customers, relying on outdated information is a sure-fire way to see your campaigns and creatives misfire – if they even hit the mark at all.
Still, while data becoming obsolete is a significant problem, there is something (or rather someone) who should take far more blame for poor data: humans.