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Customer data accuracy challenges in the United States 2016-2018

Challenges that contributed towards a lack of customer data accuracy in the United States from 2016 to 2018
Created with Highcharts 5.0.14585822222929151525251515212120202222373727273131222226263030232330301111494937373434282828282727272727272626Human errorLack of internal communication between departmentsInadequate data strategyInadequate senior management supportLack of internal manual resourcesInsufficient budgetsInadequacies in current relevant technologyA lack of relevant technologyLack of skill needed to correctly use existing technology05101520253035404550556065

The data displays the largest challenges that contributed towards a lack of customer data accuracy according to marketing professionals in the U.S. from 2016 to 2018. In 2018, 49% of respondents stated that human error was the largest challenge, while the same reason was addressed by 37% of the professionals in 2017.

Human error 58 37 49
Lack of internal communication between departments 22 27 37
Inadequate data strategy 29 31 34
Inadequate senior management support 15 22 28
Lack of internal manual resources 25 26 28
Insufficient budgets 15 30 27
Inadequacies in current relevant technology 21 23 27
A lack of relevant technology 20 30 27
Lack of skill needed to correctly use existing technology 22 11 26

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