In 2016, the estimated cost of bad data to U.S. companies was $3.1 trillion, according to IBM.
There are great solutions on the market now that can help brands leverage huge quantities of consumer data to create ever-more-granular audience segments along with ever-increasing personalized messaging.
But what’s the benefit of all that if your data is BAD?
To gain insight, we asked 9 experienced marketing pros: What steps should marketers take to be sure that first-party data is not only reliable, non-duplicative, and up-to-date, but that all of the probabilistic data needed to enrich it is as well?
