Want to Be a Data-Driven Company? You Better Think About Data Quality

Many retailers are working to realign teams to improve the cross-channel experience. This effort is strongly rooted in data and analytics, as marketers need to better understand the consumer to improve the dialogue across channels. With greater understanding, marketers can tailor not just the message, but also the distribution channel and the timing. Cross-channel marketing is now used by 87 percent of companies, according to a recent Experian Data Quality study.