Modern Customer Data Management
A marketer's guide to collection, unification and activation.The Economist wrote in 2017 that “The world's most valuable resource is no longer oil, but data”. The events of the interim years have only enforced this assertion. Not only is data a prized commodity, it’s a resource found in abundance. And every second, more and more of it is created. Whilst this creates extraordinary opportunity for those equipped to process and leverage it, it also presents them with considerable challenges.