I am launching a new presentation called:

Data is the Plastic of Marketing – The Hidden Cost of Bad Data

Data like plastic does not start life as harmful. Good data is useful and relatively cheap but like plastic, clean is generally down to the end-user. Unless a significant effort is put into cleaning the bad data already in the database and the right preventative steps are put in place to keep it from getting into the database in the first place, bad data will persist. The problem is like that garbage patch out in the middle of the ocean; we cannot see readily see this bad data.

We have no way to adjust for the error introduced into our environment. It will be hidden in our nurture segments, drive the wrong experiences for customers and prospects, throw off the analysis of our marketing’s effectiveness, and corrupt any automated optimization.

Customer segments will not include some people it should and will include some people it shouldn’t. In this talk Skip will discuss the hidden cost of bad data and give the attendees some simple techniques for identifying bad data, cleaning their database, and preventing the bad data out in the first place.

The key takeaways for the attendees will be:

• How to identify their sources of bad data

• How to calculate the cost of their bad data

• How to build a business case to sort out their data

• How to clean their existing data and prevent bad data from getting into their systems in the first place.