What does your customer database look like? Are there multiple customers with variations on the same name (e.g., Jane D., Jane Doe, Jane S. Doe), plus a tangled mess of emails and incomplete addresses? Do you know how much money they make or how they spend across categories?
When you’re trying to improve marketing ROI, it’s only natural to focus on data quality first. After all, without high-quality data, your results won’t be nearly as impactful (and even more so when you’re building and implementing AI tools).
With high-quality data, you have a clearer understanding of who your customers are and can identify prospects who are more likely to convert, making it easier to reach them with relevant and engaging marketing messages. But how do you know if data is high-quality? We recommend considering the following 10 criteria to get started.
You can learn more about each of these criteria and why they're important in our Data Buyer’s Guide.
“Data is becoming more and more important in all aspects of marketing. It’s the foundation needed to power results. Third-party data accurately linked to first-party data drives performance and differentiation in an AI-powered world,” says Gillian MacPherson, Epsilon’s Senior Vice President of Product Management. “Marketers need to be proficient in how to evaluate different data sets to ensure they partner with high-quality data providers that have a proven track record to meet their business objectives.”
Because of Epsilon’s commitment to high-quality, performance-driven data, we authorized an in-depth third-party audit of Epsilon’s National Consumer Database.
As a benchmark, the audit compared Epsilon with two leading competitors with similarly positioned multi-sourced consumer databases. Data purchases were made from all three vendors to test coverage and accuracy, and the auditor supplied a client sample file with emails to evaluate the address-append rate.
The audit conducted a deeper analysis of the following elements:
The third-party audit found that Epsilon has successfully sustained its position as an industry leader while achieving notable advancements in several critical areas. It found that Epsilon offers the most descriptive, accurate and predictive data; highly targeted and responsive audiences; and strong identification rates across channels.
“Data performance isn’t optional—it’s everything,” says Laura Griffith, Vice President, Product Management at Epsilon. “Epsilon’s ongoing third‑party audits prove our data outperforms other market‑leading datasets, giving marketers the confidence to hit their goals with precision. These audits also fuel continuous innovation, so we stay number one.”
Data quality is only the beginning—high-quality data is the foundation for better understanding who your customers are, what they buy and what they care about.
Epsilon's National Consumer Database outperformed the competition in this audit, meaning more data coverage and accuracy for marketers to personalize their marketing, acquire new customers and build meaningful connections with their current customers.
Learn more about choosing the right data partner for your business, including questions to ask in your RFP, top capabilities to consider (like predictability and coverage) and how Epsilon can help with our guide to choosing the right data solution for your business.
