Customers who are engaged by a brand make purchases 90% more often and spend 60% more per transaction than customers who aren’t engaged. However, initiating and maintaining engagement is difficult if your organization has outdated, incomplete or even worse — erroneous contact data for its customer.
With data quality, there are four qualities that are critical to measure:
- Consumer data must be complete
- It needs to be accurate and correct
- Data should always be current
- And it should be compliant with new laws