It is very dangerous to forget about legacy data processing rules that may impact future marketing campaign performance. The only way to avoid this risk is to make sure someone with relevant experience is involved in planning and implementing big data transitions.
Let’s look at two examples of how things can go wrong, but also how errors can be avoided.
Transitioning to a New ESP Platform
In our first example, all of the customer data for the business existed on several different platforms after years of acquiring new brands and adding new media channels.