Marketers are starting to wake up to the next data challenge to tackle: marketers today use less than 50% of their data in their marketing. Why does this matter? After all, given the volume and ever-changing status of useful data, isn’t utilizing half of it somewhat of an achievement?
Think again. While it’s unreasonable to think you can utilize 100% of your data 100% of the time, what cannot be argued is that only using half of it means your view of the customer is grossly incomplete. And in today’s world of hyper-personalization, a full view is a non-negotiable.