Why investment in customer data management is booming in an omnichannel world
Econsultancy
DECEMBER 2, 2021
The benefits of first-party data are wide-ranging, but overall, it enables brands to build a better and deeper understanding of their customer segments, which can be used to inform more relevant and personalised experiences. At the same time, of course, this means an intensified danger that silos could create a disjointed customer experience.
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