‘Customer data is the holy grail to understanding customers and winning their loyalty!’Today, I would hardly find someone willing to argue the statement above. And with good reason.It is no secret that in this age of the customer, data creates business value, especially to us marketers. Each data point is an opportunity to know customers better and engage with them in what we call “a relevant dialogue”. But this opportunity is also a challenge. With the upsurge of technological advancements....