We're collecting more and more data every day, through every channel. And many believe that such a vast amount of data will somehow add up to reveal a consistent identity – a unified picture of a consumer that can aid personalization and customer experience initiatives.
I hate to break the news, but that's an over-exaggeration. Data can't be a game-changer for your company unless your data is organized. Without cross-channel identification, all the data in the world can't array itself into a....