Marketing Data Completeness Score
Percentage of lead and contact records in the marketing database with all key segmentation fields (industry, company size, persona, intent) populated
What is Marketing Data Completeness Score?
Marketing data completeness score is the percentage of records in the marketing database that have all key fields filled in. It shows how usable the data is.
Marketing depends on accurate data for targeting, personalisation and reporting, so gaps directly limit what can be done well.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Marketing Analytics
- Industry
- All Industries
- Type
- Leading
- Impact
- Quality
- Unit
- %
- Measurement frequency
- Monthly
- Formula
- (Records with all key fields populated / Total records in marketing database) × 100
How to calculate it
Divide the number of records with all key fields populated by the total number of records, and multiply by 100.
For example, if 80,000 of 100,000 records have all the required fields, the score is 80%.
Choose the key fields carefully, such as email, company, role and country, and keep the list stable so the score is comparable.
Where it is used
Improving targeting
Ensure you have the data needed to segment.
Supporting compliance
Keep records complete and current.
Prioritising cleanup
Focus on the fields most often missing.
How to improve it
Tips and common mistakes
- Completeness is not accuracy. A filled field can still be wrong.
- Do not ask for too much on forms, or you lose sign-ups.
- Follow data protection rules when enriching data.
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