Most loyalty marketers have real concerns about the quality of their data, according to Greg Council, vice president of marketing and product management, Parascript.
Loyalty360 talked to Council about this critical piece of the customer loyalty puzzle.
What are the challenges for loyalty marketers as they relate to creating high-quality customer data?
Council: The Harvard Business Review reported recently that the cost of poor quality data in the United States for 2016 alone was over $3 trillion. This averages out to costing mid-size....