9 Reasons Why Personalized Marketing Still Isn't Accurate - InformationWeek

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Data Management // Big Data Analytics
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1/8/2016
11:05 AM
Lisa Morgan
Lisa Morgan
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9 Reasons Why Personalized Marketing Still Isn't Accurate

Personalization efforts have served as a vanguard for big data at many organizations. But some of these programs still fall short. Here's a closer look at what's going wrong. Does your enterprise fit these profiles?
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The Data Quality Is Poor 

Companies have multiple views of a customer stored in various enterprise systems. Even when the systems are interconnected, customer records may not have been normalized, which is one reason why communications are misdirected and offers are irrelevant. 
'You can have 12 John Smiths, 6 of which live at the same address. How do you know which is which?' said Leslie Ament, SVP and principal analyst at Hypatia Research Group. 'If you don't know, you may be wasting your money sending $12 catalogs to all 6.' 
(Image: cocoparisienne via Pixabay)

The Data Quality Is Poor

Companies have multiple views of a customer stored in various enterprise systems. Even when the systems are interconnected, customer records may not have been normalized, which is one reason why communications are misdirected and offers are irrelevant.

"You can have 12 John Smiths, 6 of which live at the same address. How do you know which is which?" said Leslie Ament, SVP and principal analyst at Hypatia Research Group. "If you don't know, you may be wasting your money sending $12 catalogs to all 6."

(Image: cocoparisienne via Pixabay)

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