---
title: Why Dirty Data is Killing Your Data Marketing Results
description: Data drives areas of business, such as how & where you acquire customers, what your “ideal” customer looks like, which products & services propel growth.
image: https://blog.b2edata.com/hubfs/Closeup%20side%20profile%20portrait%20upset%20sad%20skeptical%20unhappy%20serious%20woman%20talking%20texting%20on%20phone%20displeased%20with%20conversation%20isolated%20city%20background.%20Negative%20human%20emotion%20face%20expression%20feeling.jpeg
---

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- [B2E Data Blog](https://blog.b2edata.com/)

# B2E Data Blog

## [Why Dirty Data is Killing Your Data Marketing Results](https://blog.b2edata.com/why-dirty-data-is-killing-your-data-marketing-results)

 Jun 15, 2021 3:34:26 PM / by [Keith Snow](https://blog.b2edata.com/author/keith-snow)

- [Tweet](https://twitter.com/share)

By now, it’s likely your company data plays an important role in powering performance and  
results. Good data shines a light on what drives core areas of business, such as how and where  
you acquire customers, what your “ideal” customer looks like, which products and services  
propel growth and with who, how customers engage with your brand … and the list goes on.

Companies need deep and insightful customer intelligence to be competitive today, but the  
insights are only as good as the data. Quality counts! Poor data can be worse than no data if it  
leads to bad decision-making that hampers your ability to attract customers, or worse yet,  
jeopardizes the ones you already have.

Common Types of Dirty Data  
More data isn’t better if it suffers from poor data hygiene. “Dirty data” is way to describe  
databases that contain errors, outdated information, duplicate information or unstandardized  
formatting.

Don’t take offense if it sounds like we’re “data name-calling.” Dirty data is the industry term for a  
problem that affects organizations of all sizes across all industries. As businesses collect more  
and more information, it becomes a greater challenge to store, transform, and maintain it in a  
way that yields accurate strategic insights.

Here are some of the common dirty data problems your company database may suffer from.

1. **Duplicate data**. With corporate data amassing through multiple systems and points of  
   entry, it’s easy for duplicates to accumulate. Carbon copies are one form of duplication,  
   but duplicates with non-matching records (such as one that’s up-to-date and one that’s  
   not), can be very problematic. They prevent accurate customer understanding, wreck  
   your personalization and waste marketing efforts.
2. **Unstandardized data**. Another issue that arises from data aggregated through various  
   portals are inconsistencies in the way the information is formatted. Even if you are  
   collecting the right information accurately, it cannot be properly analyzed across the  
   numerous non-standardized formatting variations. This hurts the validity of your analytics  
   and makes it difficult to effectively create targeted customer segments.
3. **Inaccurate data**. Inaccuracies can arise in a database for several reasons. Over time,  
   simple spelling errors, populating data into the incorrect field, outdated information, and  
   poor collection methods wreak havoc on the integrity of your data. The cornerstones of  
   effective data strategy are accuracy, targeting, and personalization – all of which are  
   nearly impossible with inaccurate information.
4. **Incomplete data**. Though more data isn’t necessarily better, you need to accumulate  
   enough data to yield deeper insights and generate highly tailored and relevant  
   campaigns. A database with a lot of blanks can’t accomplish that. This is one of the most  
   common dirty data issues that inhibits organizations from having a complete view of their  
   customers and important trends.

![Closeup side profile portrait upset sad skeptical unhappy serious woman talking texting on phone displeased with conversation isolated city background. Negative human emotion face expression feeling](https://blog.b2edata.com/hs-fs/hubfs/Closeup%20side%20profile%20portrait%20upset%20sad%20skeptical%20unhappy%20serious%20woman%20talking%20texting%20on%20phone%20displeased%20with%20conversation%20isolated%20city%20background.%20Negative%20human%20emotion%20face%20expression%20feeling.jpeg?width=1000&name=Closeup%20side%20profile%20portrait%20upset%20sad%20skeptical%20unhappy%20serious%20woman%20talking%20texting%20on%20phone%20displeased%20with%20conversation%20isolated%20city%20background.%20Negative%20human%20emotion%20face%20expression%20feeling.jpeg)

Marketers Don’t Have Time to Deal with Dirty Data  
Organizational silos and decentralized data collection mean that dirty data problems can fly  
under the radar for years. When they are discovered, it may not be a simple fix. A [2020 State of](https://www.anaconda.com/state-of-data-science-2020?utm_medium=press&utm_source=anaconda&utm_campaign=sods-2020&utm_content=report)  
[Data Science research report](https://www.anaconda.com/state-of-data-science-2020?utm_medium=press&utm_source=anaconda&utm_campaign=sods-2020&utm_content=report) showed that data scientists spend nearly half their time on data preparation and management tasks

When it comes time to put data to work in revenue-generating campaigns, most marketers want  
to spring quickly into action and capitalize on valuable opportunities. They simply don’t have the  
time, bandwidth, or expertise to deal with tedious and time-consuming dirty data problems that  
are sure to diminish the anticipated results.

As a standard practice, [B2E continuously runs data hygiene](https://www.b2edata.com/what-we-do) on customer data. This includes  
practices such as address standardization and verification, deceased matching, mover  
identification, email hygiene and verification. This means whenever you need to put your data to  
work, you’ll have confidence in the underlying information.

There is a lot that can be done to turn bad data into good![Contact the data scientists at B2E](https://www.b2edata.com/schedule-a-meeting)to  
discuss how we can help bring order and clarity to your information.

 Tags: [dirty data](https://blog.b2edata.com/topic/dirty-data), [data hygiene](https://blog.b2edata.com/topic/data-hygiene)

![Keith Snow](https://blog.b2edata.com/hs-fs/hubfs/Keith-1.png?width=100&height=100&name=Keith-1.png)

#### Written by [Keith Snow](https://blog.b2edata.com/author/keith-snow)

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- [Customer Aquisition (2)](https://blog.b2edata.com/tag/customer-aquisition)
- [Data Quality (2)](https://blog.b2edata.com/tag/data-quality)
- [Geoframing Technology (2)](https://blog.b2edata.com/tag/geoframing-technology)
- [consumer insights (2)](https://blog.b2edata.com/tag/consumer-insights)
- [credit union marketing (2)](https://blog.b2edata.com/tag/credit-union-marketing)
- [customer data enrichment (2)](https://blog.b2edata.com/tag/customer-data-enrichment)
- [data security (2)](https://blog.b2edata.com/tag/data-security)
- [data visualization (2)](https://blog.b2edata.com/tag/data-visualization)
- [data-driven intelligence (2)](https://blog.b2edata.com/tag/data-driven-intelligence)
- [decision making styles (2)](https://blog.b2edata.com/tag/decision-making-styles)
- [digital strategy (2)](https://blog.b2edata.com/tag/digital-strategy)
- [geographic segmentation (2)](https://blog.b2edata.com/tag/geographic-segmentation)
- [hyper-personalization (2)](https://blog.b2edata.com/tag/hyper-personalization)
- [ideal customers (2)](https://blog.b2edata.com/tag/ideal-customers)
- [machine learning (2)](https://blog.b2edata.com/tag/machine-learning)
- [marketing behavior (2)](https://blog.b2edata.com/tag/marketing-behavior)
- [marketing data (2)](https://blog.b2edata.com/tag/marketing-data)
- [marketing data integration (2)](https://blog.b2edata.com/tag/marketing-data-integration)
- [member acquisition (2)](https://blog.b2edata.com/tag/member-acquisition)
- [personalization marketing (2)](https://blog.b2edata.com/tag/personalization-marketing)
- [precision marketing (2)](https://blog.b2edata.com/tag/precision-marketing)
- [weather-data (2)](https://blog.b2edata.com/tag/weather-data)
- [weather-triggered-marketing (2)](https://blog.b2edata.com/tag/weather-triggered-marketing)
- [2025 Marketing Trends (1)](https://blog.b2edata.com/tag/2025-marketing-trends)
- [AI (1)](https://blog.b2edata.com/tag/ai)
- [AI in marketing (1)](https://blog.b2edata.com/tag/ai-in-marketing)
- [Advanced Data Analytics (1)](https://blog.b2edata.com/tag/advanced-data-analytics)
- [B2E Case Study (1)](https://blog.b2edata.com/tag/b2e-case-study)
- [B2E Insights (1)](https://blog.b2edata.com/tag/b2e-insights)
- [CCPA (1)](https://blog.b2edata.com/tag/ccpa)
- [CRM Strategy (1)](https://blog.b2edata.com/tag/crm-strategy)
- [CTV advertising (1)](https://blog.b2edata.com/tag/ctv-advertising)
- [Calls To Action (1)](https://blog.b2edata.com/tag/calls-to-action)
- [Campaign Optimization (1)](https://blog.b2edata.com/tag/campaign-optimization)
- [Cluster IP Targeting (1)](https://blog.b2edata.com/tag/cluster-ip-targeting)
- [Conversions (1)](https://blog.b2edata.com/tag/conversions)
- [Data Strategy (1)](https://blog.b2edata.com/tag/data-strategy)
- [Email marketing (1)](https://blog.b2edata.com/tag/email-marketing)
- [GDPR Compliance (1)](https://blog.b2edata.com/tag/gdpr-compliance)
- [Generative AI (1)](https://blog.b2edata.com/tag/generative-ai)
- [Google Privacy Sandbox (1)](https://blog.b2edata.com/tag/google-privacy-sandbox)
- [Google Topics (1)](https://blog.b2edata.com/tag/google-topics)
- [Identity Graphing (1)](https://blog.b2edata.com/tag/identity-graphing)
- [Impressions (1)](https://blog.b2edata.com/tag/impressions)
- [MAIDs (1)](https://blog.b2edata.com/tag/maids)
- [Marketing Operations (1)](https://blog.b2edata.com/tag/marketing-operations)
- [Marketing Trends 2025 (1)](https://blog.b2edata.com/tag/marketing-trends-2025)
- [MotusIP (1)](https://blog.b2edata.com/tag/motusip)
- [MotusMobile (1)](https://blog.b2edata.com/tag/motusmobile)
- [OTT advertising (1)](https://blog.b2edata.com/tag/ott-advertising)
- [Privacy-First Marketing (1)](https://blog.b2edata.com/tag/privacy-first-marketing)
- [Reach (1)](https://blog.b2edata.com/tag/reach)
- [Smart Marketing Strategy (1)](https://blog.b2edata.com/tag/smart-marketing-strategy)
- [Third-party cookies (1)](https://blog.b2edata.com/tag/third-party-cookies)
- [addressable TV (1)](https://blog.b2edata.com/tag/addressable-tv)
- [advertising metrics (1)](https://blog.b2edata.com/tag/advertising-metrics)
- [ai marketing (1)](https://blog.b2edata.com/tag/ai-marketing)
- [audience channel preferences (1)](https://blog.b2edata.com/tag/audience-channel-preferences)
- [audience development (1)](https://blog.b2edata.com/tag/audience-development)
- [audience insights (1)](https://blog.b2edata.com/tag/audience-insights)
- [b2b marketing (1)](https://blog.b2edata.com/tag/b2b-marketing)
- [competitor research (1)](https://blog.b2edata.com/tag/competitor-research)
- [connected TV advertising (1)](https://blog.b2edata.com/tag/connected-tv-advertising)
- [consumer data (1)](https://blog.b2edata.com/tag/consumer-data)
- [consumer intent data (1)](https://blog.b2edata.com/tag/consumer-intent-data)
- [consumer patterns (1)](https://blog.b2edata.com/tag/consumer-patterns)
- [cookies in privacy (1)](https://blog.b2edata.com/tag/cookies-in-privacy)
- [customer data strategy (1)](https://blog.b2edata.com/tag/customer-data-strategy)
- [customer engagement (1)](https://blog.b2edata.com/tag/customer-engagement)
- [customer intent data (1)](https://blog.b2edata.com/tag/customer-intent-data)
- [customer retention (1)](https://blog.b2edata.com/tag/customer-retention)
- [customer segmentation (1)](https://blog.b2edata.com/tag/customer-segmentation)
- [customer service (1)](https://blog.b2edata.com/tag/customer-service)
- [customization (1)](https://blog.b2edata.com/tag/customization)
- [data accuracy (1)](https://blog.b2edata.com/tag/data-accuracy)
- [data activation (1)](https://blog.b2edata.com/tag/data-activation)
- [data hygiene in marketing (1)](https://blog.b2edata.com/tag/data-hygiene-in-marketing)
- [data marketing strategy (1)](https://blog.b2edata.com/tag/data-marketing-strategy)
- [data preparation (1)](https://blog.b2edata.com/tag/data-preparation)
- [data protection (1)](https://blog.b2edata.com/tag/data-protection)
- [data segmentation (1)](https://blog.b2edata.com/tag/data-segmentation)
- [digital campaigns (1)](https://blog.b2edata.com/tag/digital-campaigns)
- [digital marketing best practices (1)](https://blog.b2edata.com/tag/digital-marketing-best-practices)
- [direct mail marketing (1)](https://blog.b2edata.com/tag/direct-mail-marketing)
- [email personalization (1)](https://blog.b2edata.com/tag/email-personalization)
- [email segmentation (1)](https://blog.b2edata.com/tag/email-segmentation)
- [event marketing (1)](https://blog.b2edata.com/tag/event-marketing)
- [financial services marketing (1)](https://blog.b2edata.com/tag/financial-services-marketing)
- [first party cookies (1)](https://blog.b2edata.com/tag/first-party-cookies)
- [geoconquesting (1)](https://blog.b2edata.com/tag/geoconquesting)
- [google search data (1)](https://blog.b2edata.com/tag/google-search-data)
- [google trends (1)](https://blog.b2edata.com/tag/google-trends)
- [healthcare marketing (1)](https://blog.b2edata.com/tag/healthcare-marketing)
- [homebuilder marketing (1)](https://blog.b2edata.com/tag/homebuilder-marketing)
- [insurance marketing (1)](https://blog.b2edata.com/tag/insurance-marketing)
- [intent signals (1)](https://blog.b2edata.com/tag/intent-signals)
- [interactivity (1)](https://blog.b2edata.com/tag/interactivity)
- [lead (1)](https://blog.b2edata.com/tag/lead)
- [lifestyle segmentation (1)](https://blog.b2edata.com/tag/lifestyle-segmentation)
- [lookalike audience (1)](https://blog.b2edata.com/tag/lookalike-audience)
- [market intelligence (1)](https://blog.b2edata.com/tag/market-intelligence)
- [marketing automation (1)](https://blog.b2edata.com/tag/marketing-automation)
- [marketing case study (1)](https://blog.b2edata.com/tag/marketing-case-study)
- [marketing dashboard (1)](https://blog.b2edata.com/tag/marketing-dashboard)
- [marketing funnel (1)](https://blog.b2edata.com/tag/marketing-funnel)
- [marketing insights (1)](https://blog.b2edata.com/tag/marketing-insights)
- [marketing offer (1)](https://blog.b2edata.com/tag/marketing-offer)
- [marketing segmentation (1)](https://blog.b2edata.com/tag/marketing-segmentation)
- [marketing sherpa (1)](https://blog.b2edata.com/tag/marketing-sherpa)
- [marketing trends 2024 (1)](https://blog.b2edata.com/tag/marketing-trends-2024)
- [online privacy (1)](https://blog.b2edata.com/tag/online-privacy)
- [personalized forecasting (1)](https://blog.b2edata.com/tag/personalized-forecasting)
- [phygital experience (1)](https://blog.b2edata.com/tag/phygital-experience)
- [predictive marketing (1)](https://blog.b2edata.com/tag/predictive-marketing)
- [product development (1)](https://blog.b2edata.com/tag/product-development)
- [prospect intelligence (1)](https://blog.b2edata.com/tag/prospect-intelligence)
- [psychographics (1)](https://blog.b2edata.com/tag/psychographics)
- [purchase intent (1)](https://blog.b2edata.com/tag/purchase-intent)
- [real-time marketing (1)](https://blog.b2edata.com/tag/real-time-marketing)
- [sentiment analysis (1)](https://blog.b2edata.com/tag/sentiment-analysis)
- [shopping patterns (1)](https://blog.b2edata.com/tag/shopping-patterns)
- [smart targeting (1)](https://blog.b2edata.com/tag/smart-targeting)
- [soci (1)](https://blog.b2edata.com/tag/soci)
- [social media (1)](https://blog.b2edata.com/tag/social-media)
- [targeted ads (1)](https://blog.b2edata.com/tag/targeted-ads)
- [targeted marketing (1)](https://blog.b2edata.com/tag/targeted-marketing)
- [trending topics (1)](https://blog.b2edata.com/tag/trending-topics)
- [visual dashboards (1)](https://blog.b2edata.com/tag/visual-dashboards)
- [weather influence (1)](https://blog.b2edata.com/tag/weather-influence)
- [weather intelligence (1)](https://blog.b2edata.com/tag/weather-intelligence)
- [website conversion strategy (1)](https://blog.b2edata.com/tag/website-conversion-strategy)
- [website tracking (1)](https://blog.b2edata.com/tag/website-tracking)
- [zero-party data (1)](https://blog.b2edata.com/tag/zero-party-data)

See all

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