Hi @Megan_Rublee ! This one is a good question and often asked! Due to consent requirements for B2C the marketable ratio tends to be higher in B2C, in B2B the data quality again is highly dependent on the CRM part in many businesses. The ratio itself is connected to how efficient data management process is applied to marketing database. Even if industry averages are good to have the level of marketable is hard to compare, since it is process related. I recently bumped in to this very nice article by Jeff Coveney about data management process and balancing with highly marketable database vs. : https://www.linkedin.com/pulse/guide-deleting-bad-data-marketo-jeff-coveney/
best, Kaisa
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