How Retailers Can Use Information Governance and Big Data to Drive Brand Loyalty

3. Phone numbers. Marketing departments depend on phone numbers to obtain a customer's ID and tie that customer's purchases to their overall transaction history, enabling improved customer insight. However, it's imperative that store operations train and incentivize store associates to capture accurate phone numbers at the point of sale. An effective information governance program needs to work with marketing, store and web operations to establish real-time validation rules to ensure that sales associates and customers enter appropriate phone numbers at the point of purchase.