A lot, as it turns out. But before we dive into that, let me first say that today is an extremely exciting day for us here at Dun & Bradstreet NetProspex. And not just because it’s St. Patrick’s Day (even if we are feeling the luck-of-the-Irish since it hasn’t snowed in Boston since, oh, Sunday…). Today is a huge day because we are officially sharing our 3rd Annual State of Marketing Data Benchmark Report.
This report represents a massive labor of love for our entire team at NetProspex. We’ve got a long history (relatively) in B2B marketing data and our data processing factory has been built from the ground up based on what we’ve learned about managing company and contact records at scale. Each year, thousands of companies plug into that platform to analyze what their marketing data looks like – and to establish a roadmap for improvement. We aggregate the data as it spins through the factory (and at almost a quarter of billion records, it’s a lot of data) and use the results to compile and share with everyone (we hope) through our Annual Benchmark Report.
This year we built-out an interactive site to navigate the report – which you can get to here – that allows you to sub-segment based on your company demographic. At the bottom of it all, you can download the full report (or even better, go ahead and run a Data HealthScan to see how your data stacks up – it’s free). You can also join John Donlon from SiriusDecisions and I on a webcast later today where we will discuss the report and get John’s recommendations.
There were some interesting top-level stats we sifted out of this year’s data set. Don’t let this dissuade you from digging into to the full details, but here are a few of my takeaways:
- The amount of data we analyzed this year grew from 61M to more than 223M. That’s nearly a 4-fold increase. Clearly B2B marketers are leaning-in to better understand what’s going on inside their databases.
- More than 71% of records analyzed suffered from inaccuracies or incompleteness. Even by the most basic definition of completeness (including an industry). As marketers work to drive micro-segmentation and personalization efforts, they are going to need to fill-in a lot of gaps in their data to support it.
- Some stats improved (lower duplication, moderately better email deliverability) while some declined (phone number quality). But on the whole, I didn’t see a huge delta in any core metric. So, even with the massive influx of new data, we are seeing that most B2B marketers are starting from roughly the same place. It’s important to note that our report utilizes only the first-time data analysis done before we unleash our data hygiene and enrichment process on customer files.
There are also some tips from our Marketing Data Hero throughout the report – and some great analysis about the folks who are taking time to analyze their marketing data. Give it a look. We hope you enjoy it and welcome any feedback for next year’s edition. Here’s to (better) Data Sliante!