Data plays an integral role in the success of a marketing campaign. Without data, it’s impossible to understand what your customers want or how they interact with your brand online.
Modern businesses collect a ton of data to gain insight into behavior and preferences. Often, however, that data is imperfect and scattered.
When data is scattered across multiple systems, identity gaps are created.
Identity is the key ingredient that powers business growth, and identity gaps can become a barrier because they limit marketers’ ability to create a unified view of a customer.
As a marketer, your goal is to deliver real-time, relevant, and engaging experiences to propel your brand forward, so it’s imperative that you work to close customer identity gaps.
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