Data

Not All Customer Data Is Equally Valuable

The solution to separating the good from the bad starts with a marketer's priorities for targeting specific types of consumers

Interpolation of a woman holding up a shopping bag in the foreground and on her phone in the background. — Data in terms of 'who responded to what offer through what channel' must be maintained consistently.We Are/Getty Images

By Stephen H. Yu

6 days ago

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All major projects must begin with clear objectives. In the age of abundant data, what is the point of building yet another data depository?

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Stephen H. Yu

Stephen is president and chief consultant at Willow Data Strategy.

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