Gefahr erkannt, Gefahr gebannt. Bei einem Großteil der werbetreibenden Unternehmen in Deutschland trifft diese Erkenntnis in Bezug auf die ihnen zur Verfügung stehenden Daten nicht zu. Nur 27 Prozent der Unternehmen hierzulande bezeichnen den Umgang mit ihren eigenen Daten und der damit verbundenen Datenverwaltung als professionell und hochentwickelt. 86 Prozent der Unternehmen befürchten, dass die vorhandenen Informationen ungenau und für datenbasiertes Marketing unbrauchbar sind - und damit liegt der Wert noch höher als im letzten Jahr (85 Prozent). Zu diesen Ergebnissen kommt die aktuelle Studie "Datenqualität als kritischer Erfolgsfaktor", die jährlich vom Cross Channel Marketing-Spezialisten Experian Marketing Services weltweit durchgeführt itks.
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