Data quality & coverage
The health of the data that feeds every play. Coverage sets the ceiling on who you can reach; accuracy sets what reps actually experience.
Shape of it
5 metrics
- Match rate (coverage)
- Share of queried records for which a provider returns the requested field.
- records returned with value / records queried
- Benchmark Single provider email ~40–52%; 3–5 provider waterfall ~75–85%
- Coverage is the ceiling on how much of a list you can contact.
- Email valid rate
- Share of found emails that verify as deliverable.
- Benchmark Target >85% of found emails valid
- The pre-send gate that protects bounce rate and domain reputation.
- Data freshness / decay
- Rate at which records go stale from job changes, pivots, M&A.
- Benchmark ~22–30% per year; contact data decays faster than firmographic
- Dictates re-enrichment cadence; stale data is worse than none because it looks trustworthy.
- Dedupe rate
- Share of records that duplicate an existing entity.
- duplicates identified / total records
- Benchmark Rule of thumb ~10–30%; measure your own on domain/email keys
- Duplicates corrupt routing, double-count pipeline, and inflate enrichment spend.
- Provider accuracy
- Share of returned values that are factually correct (distinct from match rate).
- Benchmark Vendor claims 91–97%; real-world tests ~55–80%
- Accuracy, not coverage, is what a rep hits on a bad dial. Separate match ≠ accuracy ≠ deliverability.
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