Email data quality: compliant, correct and complete 2021

Data is a vital part of our industry and it is incredibly important that marketers have at their disposal the accurate data they need and can use.

In this report, written in collaboration with Validity, we will dive into how organisations measure the quality of their data as well as current data collection and management practices.

Data reveals that most organisations (62%) know how important data quality is for them and 67% believe they are above average when it comes to best practice. But how do they get to such a conclusion?

We asked businesses how they measure the quality of their data and we found that just 61% have clear KPIs and even then, the most popular metrics show a tendency towards choosing ‘good news’ measures engagement rates (40%) and sales/revenue (37%).