Quality is first priority in today’s multi-channel environment

In today’s multi-channel environment, fine-tuned data-quality is essential to ensure targeted marketing messages actually reach the right customers and prospects.

According to Forrester Research “B2B CMP Investment Priorities 2008” 50% of B-to-B marketers plan to increase resources against creating marketing databases, cleaning up customer data, improving sales force automation and CRM integration.

These findings are in-line with a survey released earlier this year by Alterian, which revealed that 67% of marketers will invest most efforts in resources for database and analytics to support online marketing efforts this year.

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