How big is big data's impact? Check out part two of our fact fest on big data's trends and trials.
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Data quality remains a problem
Sure, big data provides actionable insights. But what if those insights are derived from bad data? Experian reports that US organizations on average believe that 25% of their data is inaccurate. And yet 93% of the companies surveyed say data is key to their marketing success. Human error is generally the culprit here. Not only can bad data muck up marketing strategies, it can have dire consequences in more serious areas as well. Interestingly, 91% of survey respondents say they've invested in data-quality initiatives in the past year.