Culture of excellence
Over the course of the last nine months we have discussed many theories, however, for these to work properly it is imperative that the issue of data hygiene and data quality is addressed.
Without this you run the real risk of alienating both customers and prospects and losing much more than the cost of a campaign. With marketing budgets needing to cover many disciplines, resource allocated to data analysis is a wise choice (and can generate high returns for your company). But it can be entirely wasted if the data being used has not been cleaned or checked for accuracy and transformed into a working format.