When it comes to data, comparing apples and oranges is no good. An effective, customer-centric marketing strategy – not to mention critical decision-making functions – hinges on consistent, statistically comparable data.
Heterogeneous data or data dispersed among several silos makes it far harder and more expensive to understand, acquire and retain your customers. No matter how advanced your business intelligence software or analytics systems, you will not see valid results if they’re running on inaccurate or outdated data. Conversely, clear, consistent, well-organised inputs will enable the construction of a fact-based marketing strategy. In short, data standardisation is critical.
