Running a successful online marketing campaign means gathering tons of data on your consumers. Many companies use automated marketing messages and other sources to gain data, but it’s important to be wary of duplicate data. Sometimes, this duplicate data comes in the exact form of a carbon copy, but other times, it’s harder to spot as partial data. The business must be aware of this, since the duplicate data can negatively effect their marketing budget, brand perception, overall productivity, and several other factors.
- The most harmful form of duplicate data is a partial duplicate, which contains some matching information but also includes non-matching data.
- Duplicate data can be expensive and has been estimated to cost U.S. businesses over $600 billion every year.
- Customers expect personalization, and duplicate data is either inaccurate or lacks personalization.
“Duplicates can come from a wide range of sources — customer input error, importing and exporting errors, or even mistakes from your team.”