The rule of thumb is that data degrades by 33 per cent per year. This means that for a consumer database comprising 3.5 million records if you were to do nothing to it within 12 months 1,155,000 of those records would be wrong. A sobering thought, right? Well, the problem for marketers is that COVID has accelerated the rate of decay. We conducted some research last year which revealed that the property bubble combined with the increased mortality rate meant that data now decays at a rate of 37.5 per cent. But how about for B2B marketers? The rate of data decay due to COVID is also getting faster due to the pandemic. Average job tenure has shrunk to just [...]