Reflect on the fact that sales reps receive a plethora of unstructured data on information about target accounts, yet a significant part is not linked to recent and accurate statistics. Not attending to this disequilibrium will entail the use of wrong strategies and or inefficiency of resources in production. Data mining discovers very important trends and patterns and data cleansing guarantees that extraordinary information following the collected data is current and precise.
ABM is the creation of value, and investing in data mining and cleansing is an investment in the reliability of making sure that it does work well. Now it assists in ensuring that you are firing at the right objectives on the right mark. Also, it allows creating content which is more specific and might be interesting to the targeted audience.