The real cost of dirty data is staggering, and what you see is really only the tip of the iceberg.
In a January 2011 survey by Experian QAS, “Contact Data Management: Bridging the Gap¹.” Data management executives cite data inaccuracies and resulting budget waste as two major concerns.
At Gabriel when we complete thorough database hygiene on “clean files,” we commonly identify 6-12% of mail records as non deliverable, and mail data is the easiest to measure. So let’s say inaccurate data is a 10% ROI killer on the surface. Given rising postal rates and other direct costs, the actual ROI cost is significantly higher when you add the cost of negative customer image and lost customers (donors).
For ideas on increasing your organizations ROMI (Return on Marketing Investment), download our FREE ebook: Responsible Marketing: Things I’ve Learned, Relearned, and Unlearned.
Author: Bill Ziercher
