In addition, 24% reported that their database had not delivered on investment and only 41% used it to identify or measure the impact of marketing communications on purchasing patterns.
However, the survey highlighted businesses' increasing concentration on customer databases. Two thirds, 66%, of middle and senior marketing staff in blue-chip companies thought that database marketing would become more important to their business and none believe it would become less important.
The marketers were also asked what data issues they were having to deal with now and which they would have to deal with in the coming year.
Accuracy was the issue most cited, with 84% saying it was a current issue and 90% saying it would be an issue in the coming year.
Compliance with the Data Protection Act was the next most cited. Almost three quarters or 74% said it was a current and 75% said it would be an issue in the coming year.
Other current issues included ensuring that the database contributed value rather than being a cost, for 63%, and being able to derive customer insights from the data, for 55%.
Huw Davies, managing director of EHS Brann Discovery, said companies should focus more on getting value from databases.
"There has been a shift in the way data is understood and the value it is given, particularly if you consider as few as one in five says there's too much information and not enough results in their database.
"The next stage, however, is action. It's time we saw companies move out from behind saying the right thing, and really getting to grips with what their data has to offer, seeing the database as a value, and not a cost, centre."
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