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Your Data Quality Stinks.

Okay, to be fair – we don’t know for sure that this applies to you specifically, but chances are your organization is likely suffering from some data quality stinkiness somewhere. How can you tell? What are the impacts that flow downstream from a neglected digital data quality ecosystem? What are the consequences of inaccuracies, discrepancies, and missing pieces in your marketing data puzzle? And why is addressing these issues pivotal for cultivating a mature digital marketing practice?

The Quality of Marketing Data Impacts Your Business

In the intricate dance of a successful digital marketing strategy, precision and reliability are non-negotiable. Imagine your marketing endeavors as a finely tuned orchestra, with each instrument playing a crucial role. Now ask yourself: how fast does the symphony go from sweet to sour when even one note is out of tune?

Misinformed Decision-Making

A cornerstone of effective marketing is informed decision-making. Bad marketing data can lead decision-makers astray, resulting in misguided campaigns, misallocation of budgets, and missed opportunities. Like a compass without a true north, inaccurate data can send your strategy off course.

Customer Alienation

Your customers are the heartbeat of your business. Inaccurate or outdated data can result in misdirected communications, frustrating your audience and jeopardizing customer relationships. A personalized approach thrives on accurate and up-to-date information.

Wasted Resources

Picture investing time, effort, and resources into a campaign, only to discover that the foundation—your data—was flawed. Whether it’s emails sent to nonexistent addresses or targeting the wrong demographics, the outcome is wasted resources and a dent in your marketing ROI.

Quality Data: a Launching Pad to Success

While data quality is undeniably crucial, it’s merely a stepping stone in the path to fostering a mature digital marketing practice. Our roots at Sentinel Insights are grounded in the experiences of seasoned MarTech consultants who, much like the teams we’ve worked alongside, grappled with the monotony of identifying and fixing recurring issues.

In response to this recurring challenge, we developed a state-of-the-art solution that automates the digital data quality management process. Sentinel Insights empowers MarTech teams by significantly shortening the break/fix loop, liberating them from the shackles of repetitive problem-solving. With Sentinel on your side, MarTech teams can finally redirect focus towards innovation, rather than the monotony of constant troubleshooting.

Just some of the benefits we can help deliver to your organization:

Continuous Improvement

Embrace data quality as an ongoing process rather than a one-time fix. Regularly audit and cleanse your data to ensure its accuracy and relevance. And don’t spend thousands of hours digging into what’s going wrong.

Integration and Collaboration

Nurture collaboration between your marketing and IT teams. Seamless integration ensures smooth data flow, minimizing the risk of errors. If your teams are freed up from a reactive break/fix cycle, they have more time to collaborate.

Investment in Education

Arm your team with the skills to navigate a chaotic MarTech ecosystem. Being educated about the scope of MarTech, how data collection works, and staying up to date on tagging best practices ensures adaptability and proficiency in handling evolving challenges. Sentinel’s best practices provide no-nonsense ways that your MarTech stack can be optimized, using real user data as the measuring stick.


The impacts of bad marketing data reverberate far beyond the surface, affecting decision-making, customer relationships, and resource allocation. Sentinel Insights stands as your guiding light, offering a transformative solution that breaks the oppressive break/fix cycle.

Reach out today for a complimentary data quality check. Let Sentinel Insights be the partner that propels you towards a future of innovation and success in the digital realm.

Frequently Asked Questions

How do you measure the specific financial impact of poor marketing data on a business?

Some options are:

  1. Measure the financial impact by analyzing metrics such as conversion rates, customer acquisition costs, and return on investment (ROI) before and after data quality improvements.
  2. Conduct a gap analysis comparing expected performance with actual outcomes to quantify losses due to inaccuracies.
  3. Analyze the cost of wasted marketing efforts by tracking spend on ineffective campaigns.
  4. Assess customer churn rates and its correlation with inaccurate data targeting.
  5. Evaluate the cost of rectifying data errors, including labor and lost opportunities.

What specific steps can be taken to improve the integration and collaboration between marketing and IT teams?

Improve collaboration by establishing clear communication channels, setting common goals, and involving both teams in decision-making processes and data governance policies. When in doubt, host a trivia lunch or team happy hour to get to know each other a bit better.

Are there any tools or software recommended specifically for auditing and cleansing marketing data regularly?

In addition to Sentinel Insights for continuous, comprehensive MarTech stack monitoring, consider using data management platforms (DMPs), customer data platforms (CDPs), or specialized data cleansing tools that can help identify, rectify, and maintain the quality of marketing data.