As your customer data moves from one platform to another it loses scale, quality, and effectiveness.
Let’s say you start with 100M customer records.
You collect and add these records into your CRM. Did you know that 20%-40% of CRM records are duplicates? Even if 25% are duplicates, a conservative estimate, you’re already down to 75M records.
Data pours into your CDP so you can manage it — but expect to lose ~25% of the records in the identity stitching process, leaving you with 19M fewer records to build your target audience. You now have 56M records.
Next, the data flows to your Data Onboarding platform. Another 50% loss occurs here as the offline and online worlds converge — leaving you with 28M fewer consumers to target. You’re now down to 28M records.
Finally, you activate the data. Depending on your activation partners and their individual match rates, you can lose anywhere from 20%-100% of the records. 40% is average, leaving you with 17M records.
Does that mean you’ve actually lost records?
Of course not. The records still exist. But after passing your data across platforms with a “leaky bucket,” you have reduced the amount of accurate records from which you can build viable campaigns.
