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Yes, Junk leads are intentional! – The story behind ‘Dirty data’

Privacy concerns and unwanted marketing are the top reasons for consumers giving false information online. Brands need to up the ante in explaining the benefits of giving accurate data.

A study of more than 2,400 UK consumers by Research Company Verve found that 60% intentionally provided wrong information when submitting personal details online, broken down by the types of data provided, birth dates are the most commonly falsified, nearly one-third of people give a fake email address. It is a similar story for incorrect information given about home addresses, phone numbers, business titles and company names, Marketing Week reported.

In what is now a common refrain, Colin Strong, Verve managing director noted that-

Marketers often failed to explain properly to consumers what they were getting in return for their information.  But people see the immediate effects of being put on more marketing lists and being pursued by online advertising and email spam

And that was one of the main reasons for giving out false data. Privacy concerns top the list with 81% of people saying this is important while 77% believe that the information being requested is intrusive and 76% say it is unnecessary.

Also high on the list of reasons for lying on forms is to stop companies marketing to them – 75% of consumers say this – and two-thirds say their motivation for giving false information is to prevent online advertising.

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