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Avoid Logic Wobble in Your Data-Driven Marketing

Avoid Logic Wobble in Your Data-Driven Marketing

2014-03-July-Human-Tower.jpgOnline, offline, point of sale, attitudinal, media, advertising — bringing together all of these disparate data sources to create a cohesive, accessible whole to produce actionable insights requires dealing with a tremendous amount of ambiguity. What data source to use? Which records to filter out? Which dimensions should be included for segmentation and drilldowns?

When multiple independent actors make these decisions without centralized guidance, logic will start to wobble.

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