As much it is challenging to ensure data quality, it is equally challenging to enrich data on a continuous basis, due to various reasons. One-time fixes aren’t enough: Some organizations rely on sales and service teams for the last mile data sanctity. And more often that not, it becomes a case of one-time new data append and not an enrichment of existing old data. Therefore, the status quo of existing data gets maintained. Lack of two-way marketing approach: Organizations that rely purely on inbound-only approach, tend to keep on updating their records with more data and the onus of data quantity lies with the prospects who fill in the web forms or social media and the channels through which they get in touch with the organization. Lack of outbound strategies, makes organizations not to invest much on data enrichment and therefore no segmentation, personalization, etc.
6