A new global survey has uncovered a stark reality for marketers: nearly half of the data guiding business decisions is inaccurate, incomplete, or outdated. The findings underscore a critical issue in the era of AI-driven marketing — advanced tools are only as strong as the data they rely on.
Key Findings From the Adverity Report
The “Fixing the Foundation: The State of Marketing Data Quality 2025” survey revealed:
- 45% of marketing data is inaccurate, incomplete, or outdated.
- 43% of CMOs admit less than half of their marketing data is trustworthy.
- This problem spans across industries, regions, and company sizes, making it a global challenge.
When asked what would most improve marketing performance, CMOs ranked:
- Improving data quality (30%)
- Automating data workflows (22%)
- Enhancing data democratization (21%)
Why Data Quality Matters
According to Alexander Igelsböck, CEO of Adverity, marketing’s biggest issue isn’t a lack of advanced tools — it’s poor data fundamentals.
“Data is the fuel for every modern marketing engine, yet our research shows almost half of that fuel is contaminated,” Igelsböck said.
Without reliable data, even cutting-edge AI and analytics solutions fall short. Clean, consistent data is the bedrock of accurate insights and effective decision-making.
The AI Factor
The rise of AI-powered analytics has heightened the urgency to address data flaws. AI systems thrive on large, high-quality datasets — but inaccuracies can distort outputs, mislead strategy, and damage ROI.
CMOs identified the most pressing data issues:
- Completeness (31%): Ensuring all relevant data is captured.
- Consistency (26%): Eliminating discrepancies between sources.
- Uniqueness (16%): Removing duplicates to avoid skewed metrics.
B2B Opportunities in Data Quality
While the findings expose deep challenges, they also highlight an opportunity. By investing in data integration, governance, and transformation, businesses can unlock:
- More reliable AI insights
- Higher marketing efficiency
- Better customer engagement and ROI
As Igelsböck stressed, “This report is a wake-up call for the industry to prioritize data quality before everything else.”
Conclusion
The report makes one thing clear: data quality is no longer a back-office concern — it’s a strategic imperative. For B2B marketers and CMOs, fixing the basics of data integrity is the first step toward unleashing the full potential of analytics and AI in 2025 and beyond.
