Digitally savvy organizations have come to think of the customer experience as a trail of information, each touchpoint leaving behind a data footprint that we aggregate into vast data lakes in the hopes of turning that data into granular insights that will in turn power highly relevant and differentiated brand experiences.
Big data paints a rosy picture—but for most marketers, it doesn’t live up to its promise. More than two-thirds of marketing executives report conflicting information across multiple data....

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