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For decades, consumer data has been seen by marketers as a “magic bullet” for understanding customers — the more data, it seemed, the better. This has led to multiple problems: First, marketers are now drowning in data that is both known and anonymous; often inaccurate; or outdated and inconsistent. Additionally, it is harder than ever […]
When it comes to customer data, fundamentals matter. If you don’t know who your customers are, you can’t create personalized brand experiences that increase revenue and lifetime value. Before you jump on the latest big digital marketing bandwagon…. ask yourself this: How complete is our customer data? How much of our customer data sits in […]