As customer engagement in the digital world blurs the lines between marketing and IT, marketers are recognizing the power of data to drive customer experience improvement. Customers are increasingly interacting with brands over mobile devices and digital channels, generating data at a staggering rate, and presenting marketers with a rich pool of information—and a daunting challenge.
Vast data stores can provide an intricate level of insight that enables deeper, richer, and more rewarding customer experiences, but all data is not equal. Different types of data hold varying degrees of value, particularly regarding customer identity data that can help marketers weave together the complex puzzle of who customers are and how to deliver what customers want…
