How high quality data can either be the Holy Grail or Achilles heel for marketers

Data: 2019 m. gruodžio 17 d.

Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.


At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising standards bring a new level of complexity to the marketing landscape and it’s now more important than ever for marketers to verify the quality of their data.



In the age of empowered consumers, competitive advantage hinges on an organisation’s ability to harness the data needed to improve customer understanding and engagement. But poor data quality remains marketers’ Achilles heel, hindering insight while draining valuable resources.



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