How Brands Can Remain in Control of Their Ever-Increasing Data

It needs to be a process that's continually updated

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Brand mergers and acquisitions often signal business growth and prosperity, but they don’t come without challenges. While many focus on the obvious aspects of M&A like shareholder value, areas like consolidating customer data and integrating IT systems, platforms and applications are often overlooked. Given that data is core to delivering a personalized consumer experience for most brands today, misalignment can result in customer defections.

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