Studies show that UK businesses are losing 17 per cent of potential revenue through bad data lists. By Investing in an up-to-date data list, companies are able to identify and target key decision makers while retaining their revenue. Rather than a luxury that a tight budget cannot afford, data should be seen as a fundamental need for marketing departments striving to achieve its goals. From choosing the right supplier to post-purchase verification, this paper by Marketscan highlights the three key reasons why investing in data has become a necessity.