Amperity martech expert unpacks the true cost of messy customer data

Martechnology08 Nov, 2022Business

If you know your customers so well, then why do you keep treating them like strangers? It?s a conundrum marketers, brands and retailers face every day ? and a challenge they are desperate to solve. In its simplest form, the issue stems from data or rather ?dirty data?. This fragmented data is muddling their efforts to get a clear view of who their customers actually are.Consider another incredibly common scenario: your brand just received a new online buyer called Victoria. You send her your welcome series. At the same time, another in-store customer called Vicky hasn?t purchased from you in four months, so you send her discounts persuading her to shop with you again. Here?s the kicker ? Victoria and Vicky are the same person.