The Hidden ROAS Cost of Decayed Data—and Why Real-Time Data Wins

How Accurate, Real-Time Data Wins Over Decayed Data

At first glance, this topic may seem obvious. Of course accurate data performs better than inaccurate or decayed data. Most people—marketers or not—would agree.

The real question is whether the results of using accurate, real-time data are worth the upfront investment of time and cost. Many companies assume it’s easier to rely on decayed data rather than invest in maintaining clean data systems.

This is where AdStir enters the conversation. AdStir simplifies the process, making the answer clear: yes, accurate and real-time data is worth it. Let’s explore why.

How Bad Is Decayed Data, Really?

Data decay happens faster than many companies expect.

Customers move, change phone numbers, update email addresses, and switch jobs every day. Without the right systems in place, it becomes difficult to maintain data hygiene. Over time, these small changes add up—and eventually, a company’s entire customer base can turn over.

Data decay refers to the deterioration of data in marketing databases. When combined with inaccurate entries such as missing fields, duplicate records, typos, or spelling variations, the results can be damaging.

Despite this, many companies ignore the problem because addressing it feels expensive or unnecessary. After all, how bad could it be if only a few customers slip through the cracks?

The reality is that data decay is far more widespread than it appears, and when left unchecked, it can snowball into a much larger issue.

How Fast Data Actually Decays

Here’s how quickly different types of data change:

• 18% of phone numbers change each year

• 28% of primary email addresses change yearly

• 40% change at least once every two years

• 20% of postal addresses change annually

• 21% of CEOs change each year

• 60% of professionals change job titles yearly

In B2B environments, data decay happens even faster. SiriusDecisions estimates that about 25% of the average B2B database is inaccurate at any given time. Another study found that nearly 40% of B2B sales leads contain bad data.

The True Cost of Bad Data

Decayed and inaccurate data negatively affects nearly every part of a business.

Companies that reduce their investment in data quality often experience declines in sales and marketing performance. According to Gartner, bad data costs organizations nearly $13 million per year.

Beyond financial loss, bad data can lead to:

• Failed marketing campaigns

• Irrelevant messaging that frustrates customers

• High email unsubscribe rates

• Ineffective follow-ups

• Blacklisting risks

• Frustrated marketing and sales teams

• Poor decision-making

Despite these consequences, nearly half of marketing teams still report data quality as one of their biggest challenges.

One major reason is lack of visibility. Research suggests that about 60% of businesses don’t know how much bad data is actually costing them—because they don’t measure its impact.

Why Clean, Real-Time Data Is Worth the Investment

Understanding the cost of bad data is only the first step. Addressing it delivers long-term value.

Data hygiene is the process of removing inaccurate and decayed data from databases. Some companies perform periodic cleanups using external services to fix errors, remove duplicates, and update contact information.

While this requires upfront investment, it consistently pays off through:

• Higher profitability

• Improved brand credibility

• More efficient campaigns

• Less wasted time chasing bad leads

The most effective approach is automation. Instead of one-time cleanups, companies benefit from continuous, real-time data maintenance.

The Power of Real-Time Data

Real-time data ensures you are always acting on the most accurate information available.

With real-time data, marketers can:

• Target the right people at the right time

• Gain accurate insights

• Reduce data turnover

• React to audience behavior as it happens

• Automate sales and marketing workflows

Automation depends entirely on data accuracy. Without clean data, automation fails.

This is why Stirista built the OMNA Identity Graph with real-time updates at its core. Rather than updating data periodically, OMNA updates data second by second—mirroring real life.

This allows marketers to adjust strategies not only before and after campaigns, but during the customer journey itself.

Why Identity Graphs Matter

Identity graphs connect hundreds of identifiers across millions of online, offline, social, and household personas.

These graphs help marketers meet modern targeting and attribution needs while respecting consumer privacy. Identity graphs like OMNA operate at the same speed consumers live their lives—making them essential for effective, relevant marketing.

AdStir: Owning the Data Ensures Accuracy

Companies that fail to prioritize data quality start at a disadvantage. In contrast, accurate data unlocks more advanced and effective marketing strategies.

AdStir provides access to OMNA as a strong foundation for campaign execution.

While AdStir functions as a demand-side platform (DSP) for purchasing digital ads across CTV, websites, and mobile apps, it also includes powerful targeting data at no additional cost.

This includes:

• Stirista audience segments

• Onboarded first-party data

• Website retargeting segments

Unlike most DSPs, AdStir digital advertising platform does not require advertisers to purchase third-party data. This saves time, money, and complexity.

Lower Costs, Better Data, Better Results

Most DSPs charge extra CPMs for advanced targeting data sourced from third-party providers. AdStir eliminates this cost by including high-quality targeting data natively.

In fact, Stirista audience segments are often sold through third-party data marketplaces. Many advertisers are already paying for this data elsewhere—so getting it included in AdStir delivers immediate value.

AdStir improves return on ad spend by combining accurate, real-time data with lower costs and efficient activation.

Accurate Data Is the Advantage

Accurate, real-time data isn’t just a technical upgrade—it’s a competitive advantage.

With AdStir and the OMNA Identity Graph, marketers gain cleaner data, smarter targeting, and better outcomes—all without paying more.