Bad Data

Definition

Bad data describes information within a database or list that is inaccurate, outdated, incomplete, or irrelevant to the current need. This can include errors in names, emails, phone numbers, company details, or duplicated records. Bad data arises from user input mistakes, system migrations, or insufficient updating, often damaging lead generation, reporting, and campaign effectiveness.

Why Use

• Maintain accurate targeting and qualified leads.
• Reduce wasted marketing spend and resources.
• Enhance campaign performance and conversion rates.
• Improve reporting reliability and business intelligence.
• Support compliance and data protection standards.

Core Concepts

• Data validation and upkeep routines.
• Duplicate record detection and merging.
• Source accuracy and verification processes.
• Data decay and its impact on quality.
• Consequences for sales and marketing outcomes.

Examples

Scenario one: A sales team emails prospects but receives high bounce rates because contact addresses were entered incorrectly during data entry.

Scenario two: Marketing sends an offer to past customers, but many messages go to the wrong audience as the database was never cleaned of outdated records.

Common Pitfalls

• Assuming legacy data is always reliable.
• Neglecting regular database maintenance and audits.
• Overlooking data validation at point of entry.

See Also

Related terms include data hygiene, data validation, deduplication, and lead qualification.