4 Ways Marketers Can Make Their Customer Data Informative and Inspiring

From infrastructure to transparency, managing the insights is key

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Data can inspire and inform, but first you have to know how to manage it.

Own your own data

The first step is figuring out what customer data you already have. If you don’t have first-party data, you need to develop some, pronto. Relying on third parties for your analytics could land you in a precarious position down the road, says Daniel Murphy, an svp for creative agency Deutsch.

“Now is the time to take stock of what you have and own,” says Murphy.



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This story first appeared in the June 11, 2018, issue of Adweek magazine. Click here to subscribe.