SAS announced the results of a European survey among 500 marketing directors from companies across France, Germany, U.K., Italy and the Netherlands. As a result of inaccurate or incomplete data, two-thirds (66 percent) of respondents felt that the profitability of the company as a whole was negatively affected. This in turn led to 67 percent revealing that customer satisfaction and loyalty within their organization is suffering.

The independent study, commissioned by SAS, focused on the challenges marketers face when creating and investing in customer marketing campaigns. Respondents were from financial services organizations in the insurance and banking sectors as well as the telecom industry. More than half of the respondents said they had experienced lower than expected return on investment from campaigns due to incorrect data. With only 25 percent of respondents having a “great deal” of confidence in their data quality, all others admitted that better data quality and accuracy would improve customer service, satisfaction and loyalty.

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