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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

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

Customer data accuracy challenges in the United States 2016-2018

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