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数据是一种珍贵资产。尤其是在当今快消品当道的背景下，你需要数据来帮助你准确定位、深度投入和优化前景。如果你不能合理的管理这些数据，就可能会错失良机、降低效率，甚至对你的盈亏造成负面影响。
市场数据尤为重要，根据Experian公司2015年的数据质量指标报告， 97%的公司都会从数据中挖掘有用信息。这份研究显示，前三名的诱导因素如下：
很多情况下公司的发展由数据提供的机遇推动，特别是在与客户及与其前景发展密切相关的产业。我们都知道现在的消费者消息更灵通，手中的选择也更多。当一个公司想要收购其他公司、决定自留额、寻找差额销售和追加销售机会、提升客户体验的时候，数据就变得至关重要。但是，要想精确洞察并实现这些目标，背后的数据一定要是准确的。
大家都知道数据质量的必要性，但是有92%的公司认为他们的客户数据和前景数据不是完全准确的，并且不准确数据的比例仍在提高。调查显示，有35%的美国公司认为他们的数据有32%是不准确的，而前年这一数字还只有25%。仅仅联络数据一项，就有97%的公司遇到过同一个数据错误。最常见的错误包括数据缺失、信息过时及数据不准确三种。
那么，低质量的数据到底对公司有哪些危害呢？研究显示，83%的公司认为，数据的不准确、不完整影响了公司盈利，还因此其造成了资源浪费、生产力损失和交流上的额外开支。
尽管公司可能都了解数据质量是个大问题，但运作数据管理系统似乎是项艰巨的工作。大部分公司认为阻碍他们开发这个系统的最大障碍是缺乏资源，例如预算、人员和时间。但是，数据质量管理并不是一项很难实现的大工程，但也不是短时间内就能完成的工作。可以小规模起步，然后慢慢发展，即使是很小的进步也会带来相当大的改变。
下面介绍几种实施简单但作用明显的，解决数据质量问题的方法：
很多数据错误发生在一开始的时候。消费者越来越多的通过在线渠道发生交易，在他们在线填写表格时候，经常会填写错误信息。通过实时网络服务，这些信息可能很快接受测试、纠正，并通过实时网络验证服务被纳入市场系统。
请设想以下几种情景，可以使用实时服务来纠正和填补缺失信息：
情景1—拼写错误
玛利亚是个鞋子控，她正在浏览一家大型鞋店的网店。玛利亚填写了一张新闻和特别优惠网页表格，提供了她的姓名、邮箱和住址。零售商总是会问消费者所住城市和州，因为如果附近有零售店的话，他们就可以给当地零售店提供邮件报价。在填写表格的时候，玛利亚写错了邮箱，在拼写时多加了一个s。那么零售商就可以通过实时网络服务，确认每起交易中的信息。通过玛利亚提供的全名和住址信息，他们能在数据进入客户信息库之前实时纠正玛利亚的邮箱地址。
情景2—信息不完整
乔纳森·萨奥尔正在网上买保险。他浏览的保险公司发现他们的访客都不愿意在网页表格中填写超过三项的信息。当要求填写第四项信息的时候，很多人就放弃填写表格了。对网页问题的一般回答不能成功转换到下一页面，这说明该保险公司的筛选模型不能进行准确预测。
如果他们知道以下几项内容，他们就能提供最好的保险产品和选择来达到好的预期。这几项内容就是年龄，家庭情况和职业。
乔纳森在网上填完了这个表格，只要求填写了姓名、电话和邮箱。依靠这三项数据，其他的重要数据就能从全国客户数据库中调取出来，他的联络记录也能通过模型以次秒级速度完成评价。在乔纳森填完含有他最中意的保险产品信息的表格后，几秒之内他的邮箱就会收到回复，并且提供很有吸引力的报价，吸引他打电话进一步咨询。
数据以平均每月2%的速度淘汰，这意味着一般情况下，每年你的公司有25%到30%的联络数据被淘汰。97%的公司面临联络数据不准确的情况，一个比较简单的维护联络数据的方式是通过第三方数据供应，他们可以提供电话、邮箱和地址的优化及验证服务。
A．邮件追加及验证
邮件市场一直是重要的数据渠道，其中平均每1美元的投入可以带来44.25美元的回报。但是，人们的邮箱地址会变，工作也会变，也有可能客户的邮箱地址莫名其妙就丢失了。不需要你花费时间或者付出努力，邮件数据解决方案供应商就能快速纠正并填补缺失的细节。比如，供应商可以通过邮箱地址发掘通信地址，反之亦然，然后验证地址信息，标记上不可送达、自动更正语法错误、识别垃圾邮件陷阱等等。其他的信息也能够追加进记录中，例如电话、年龄、收入、是否有孩子这些统计信息，来帮助你获取更加完整的客户信息。
B．电话追加及验证
和邮件服务相似，可以用手机追加信息解决方案来维护电话记录。例如，可以验证居民和公司的电话号码，追加缺失电话号码到记录中，或者通过反电话追加信息程序，提供姓名和地址信息来找到电话号码。
C．邮寄地址追加及验证
每年约有四千万的美国人搬家或者更换公司地址，但是他们的旧数据通常会继续在邮件数据库中。这样一来，邮件就会发到旧地址而不是发到新地址。据估计，至少有8%的邮件因为地址错误而无法送达。客户和前景记录的运营可以通过“国家地址变更”（NCOA）程序来确认及更新个人及公司的新地址。
“地址所有权变更”（PCOA）是另一个重要的地址数据验证程序，对它的投资可以收获客观的回报。平均每年只有65%的乔迁报告给了美国邮局服务处。而PCOA可以从多个渠道收集数据（银行、信用卡、杂志订阅等），这些地址变更可能不会通过传统的NCOA渠道报给邮局。如果营销上和筹资人想要发现客户和捐资人，使用NCOA渠道可能会损失35%的数据。
数据已经不再是人们习以为常的商品，它的价值取决于数据的质量和准确度。关注中国电信灯塔大数据用实时数据服务了解更多大数据分析处理的案例吧！
What Is Poor Data Quality Costing You?
Your data is a valuable asset. Especially in today’s world of faster consumers, your data needs to be in tip-top shape to target, engage, and convert prospects. If not properly maintained, you risk any number of lost opportunities, decreased efficiency, and a negative impact to your bottom line.
Marketing data has become so important that 97% of companies feel driven to turn their data into insights, according to the 2015 Data Quality Benchmark report by Experian. According to the research, the top three drivers include:
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53% - Wanting to understand customer needs
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51% - Wanting to find new customers
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49% - Wanting to increase the value of each customer
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Chart reason for maintaining high-quality data
Companies are clearly motivated by the opportunities that data represents – especially as it relates to improving interactions with customers and prospects. We have all heard that today’s consumers are more informed and have more choices than ever. Data has become the crucial driver when it comes to acquisition, retention, identifying cross-sell and up-sell opportunities, and improving customer experiences. However, the correct insights to accomplish these goals can only be derived if the underlying data is accurate.
Although companies understand the need for high-quality data, 92% of organizations believe their customer and prospect data is inaccurate in some way. The level of inaccurate data is also climbing. The study revealed that 35% of US organizations believe that 32% of their data is inaccurate. This is up from 25% in one year’s time.
Ninety-seven percent of companies suffer from common errors associated with contact data alone. The three most common errors are incomplete or missing data, outdated information, and inaccurate data.
So what exactly is poor data quality costing organizations? The research shows that 83% of companies believe revenue is affected by inaccurate and incomplete customer or prospect data in terms of wasted resources, lost productivity and communications spend.
While companies may understand that data quality is an issue, implementing a data management system seems daunting. The majority of companies cite lack of resources such as budget, talent, and time as the biggest barriers to getting started. However data quality management doesn’t need to be an overwhelming task nor does it need to happen overnight. Processes can start small and grow over time and even seemingly small improvements can have a big impact.
Here are several improvements that are easy to implement and can bring big pay offs:
Real Time Verification Services
Many data errors occur at the initial point of entry. Consumers are increasingly engaging with businesses across online channels and filling out any number of online forms, many times with incorrect information. Through the use of real-time web services, this information can quickly be tested, corrected, and entered into a marketing system through real-time web verification services.
Consider these scenarios where real-time services can be used to correct and fill in missing data:
Maria is an avid shoe shopper and is visiting a large shoe eCommerce site. Maria fills out a news and special offers web form and provides her name, email address, and City/State. The retailer always asks for City and State so they can provide email offers for the local retail store if there is one close to the prospect. While filling out the form Maria does not type her email address correctly. Instead of marialovesshoes@hotmail.com, she types marialoveshoes@hotmail.com. The retailer can use real-time web services to confirm the data provided during every online transaction. Using the full name and city/state that Maria provided, they can correct the email address in real-time before it is added to their customer database.
Scenario 2 – Not Enough Information
Jonathan Sauer is shopping for life insurance online. The insurer whose site he is visiting has found that visitors do not want to provide more than 3 pieces of information on their web form. Form abandonment goes up when a fourth piece of information is required. Generic responses to web inquiries do not generate successful conversions, so the insurance company has a screening model that predicts with great accuracy
the best insurance product and offer to deliver to a prospect if they know the following:
Jonathan completes the fields on the web form which are simply name, phone, and email address. Using these three fields, the important data fields are appended from a national consumer database and his contact record is scored in sub-second time via the model. The email response that Jonathan receives within seconds of completing the form contains information on the insurance product that is best for him, and an attractive offer to encourage him to call or request further information.
Contact Data Verification and Enhancement
Data decays at an average rate of 2% per month, which means you can expect 25% to 30% of your organization’s contact data to go bad each year under normal circumstances. With 97% of companies experiencing inaccuracies in contact data, a relatively simple way to maintain contact accuracy is through a third-party data provider who provides phone, email and address enhancement and verification services.
Email Append & Validation
Email marketing continues to be an important digital channel producing an average ROI of $44.25 for every $1 spent. Unfortunately, people change their email address, people leave jobs, or email addresses may simply be missing entirely from a customer or prospect record. Without much time or effort on your part, an email data solutions vendor can quickly correct and fill in these missing details. For example, a provider can append email addresses to postal addresses, and vice versa, validate addresses by flagging potential undeliverables, autocorrect syntactical errors, identify spam traps and complainers and more. Additional data elements can also often be appended to records such as phone number, age, income, presence of children, and numerous other demographics for a more complete customer picture.
Phone Append & Validation
Similar to email services, phone append solutions can be utilized as an easy way to maintain phone record hygiene. For example, existing residential and business telephone numbers can be verified, missing phone numbers appended to records, or name and address data can be provided for telephone numbers with reverse phone append processes.
Mailing Address Append & Validation
Every year approximately forty million Americans move their place of residence and/or business, but their old addresses often remain in mailer’s databases. As a result, mailings continue to go to old addresses and not the new ones. It is estimated that at least 8% of all mail is undeliverable because of incorrect addresses. Customer and prospect records can be run through National Change of Address processing (NCOA) to identify and update the addresses of people and businesses that have moved.
PCOA (Proprietary Change of Address) is another important address data hygiene process which can provide a significant return on investment. On average, only 65% of moves are reported to the US Postal Service each year. PCOA is a type of change of address processing that collects data from sources (banks, credit cards, magazine subscriptions, etc.) that have new change of addresses which were not reported to the post office in the traditional method: NCOA. For marketers and fundraisers trying to keep track of current customers and donors, that means a possible attrition rate of 35%t.
Data is no longer a commodity that can be taken for granted, but the real value is only equal to the quality and accuracy of the data being used. Learn more about enhancing your web forms with real-time data services.
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