Avoiding the Negative Impacts of Dirty Marketing Data

In this contributed article, Sky Cassidy, CEO of MountainTop Data, highlights how consumers are interested in receiving relevant, meaningful messages but too often the data base a company relies on is filled with incorrect and inconsistent information – meaning those messages are lost. Dirty data can have a negative effect on a company’s bottom line, with some business leaders estimating erroneous online accounts have cost them 12% of their overall revenue.