AMERICAN COMPANIES AREN’T AS data-savvy as you might think.
Sure, they’re willing to spend money on it. For example, 70% plan to increase their database management investments, and almost 60% will shell out more on data quality management, according to a study from CSO Insights Inc. and Harte-Hanks Inc.
But that may be because they have no choice. In fact, the survey shows, many firms are lagging when it comes to applying accepted database practices.
For example, almost 30% have no method for measuring customer profitability. And some seem reluctant to share customer data internally.
Worse yet, only 53% reported that their customer data is 75% accurate and current. And more than 40% rated their data quality levels at 50% or less. (The numbers are even worse for prospect data
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