Four barriers to building a single customer view, and how to overcome them
At a recent roundtable hosted by technology provider Trillium Software, data professionals and marketers from a some of the top UK brands shared their experiences of planning and implementing customer data projects. To enable them to speak freely it was conducted under the Chatham House rule, but while the contributors can’t be identified Marketing Week recorded their key concerns – and how they can be overcome.
Poor data quality
Many companies’ databases are still populated by fabricated personal details or wrongly assigned genders, for example. One source of that bad data can be partnerships with third parties.
“We’ve had awful problems with Read full story ›
Source: Marketing Week
