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The Twists & Turns of Data Excellence

For the past few decades, the enterprise’s view on data has been clear: focus on Data Excellence when you collect, store, analyze and activate as much of it as possible. Marketers have long recognized that within its data lie the insights they need to develop the products their customers will want and the journeys they take when arriving at decisions. In other words, data excellence translates directly into long-term financial security. Though the need for data excellence is straightforward and obvious, the road to…