THE STATE OF MARKETING DATA QUALITY 2025

Summary from the TLDR Marketing newsletter

CMOs estimate that 45% of the data their teams use is incomplete, inaccurate, or outdated. Poor-quality data costs organizations an average of $12.9M annually. 30% of CMOs view improving data quality as the biggest lever for marketing performance, ahead of automating data workflows and improving data democratization. The most common data quality problems are completeness and consistency.