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

When investing in new tools for cross-channel marketing, retailers need to incorporate data management initiatives. It's important to consider the total information required, the rate of data expiration, and the ability to access quality information when implementing analytics solutions.

Without accurate and complete information, retailers will make decisions based on poorly generated analytics that could harm brand image and campaign success. Marketers need to work closely with IT and other departments across the organization to implement a data-quality strategy and ensure the infrastructure and data requirements exist internally for reliable analytics and intelligence.