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Data fidelity matters, online and offline
If you want to be a better marketer, you need to start with clean data. Columnist Jose Cebrian discusses why clean data is essential for helping you target the right people effectively across channels.
Marketers are often wooed by the channel capabilities that technology offers. And why wouldn’t they be? Those capabilities are impressive — from display to social to email and so on, the technologies are cutting-edge and constantly getting better.
But at the core of marketing are audiences, segments and people. And the better you know your audience, the better you can tailor your message, improve efficiencies, hone measurement and minimize fraud in your marketing. This statement is obvious in its simplicity, but most technology doesn’t adequately address this goal.
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