Data quality indicates whether your customer information is reliable for making decisions and launching campaigns. High-quality data is complete (no key email addresses or phone numbers are missing), accurate (no formatting errors), unique (each person appears only once), and up-to-date (it reflects the current situation, not what it was six months ago).

Why does it matter?

Everything you do with your data depends on its quality. A poorly constructed segment, an inaccurate prediction, or a message that never reaches its destination usually stem from the same source: dirty data.

• Duplicates: If the same person is registered three times, they receive three messages, which skews your metrics.
• Incomplete or incorrect information: A misspelled email address or a phone number without a country code prevents the message from being delivered and affects deliverability.
• Outdated information: You target customers with an old photo and speak to a customer who has already moved on.
• Less confidence: If the team doesn't trust the numbers, it goes back to making decisions based on intuition.

Story mode

An online toy store is preparing a Christmas campaign. Upon reviewing its database, it discovers that many customers appear twice: once with the email address provided on the website and once with the document uploaded at the store. For example, Paula was listed as two separate customers for a single purchase, when in fact she was a frequent customer. After merging the records, the store sends her a single message based on her purchase history.

How to Use It with Data4Sales

• Identity Resolution merges duplicate records based on document, email, or phone number into a single customer record.
• The connectors automatically retrieve data from your sources, without the need for manual spreadsheets.
• The more than 90 attributes per customer, as well as segmentation and clusters, are updated daily.
• All of this is integrated into a 360° profile that serves as the foundation for segmenting, predicting, and launching campaigns.

Related terms

• Identity Resolution
• Data Sources
• Data silos
• Deliverability