As Frederick the Great (King of Prussia, 1712-1786) once observed, “If you are not advancing, you are retreating.” His wisdom is nowhere more apparent than in the world of customer data. There is no steady state where the data is “clean” and you can move on to other issues. If you are not constantly improving the timeliness, accuracy, completeness and consistency of your data, you will fall further and further behind.

 

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