Manji Matharu writes:
CMOs are now at a crossroads between data quality and data results. It’s no longer enough to dabble in analytics and come out with the richness required for informed decision-making. The business needs integrated systems across IT infrastructure, and marketers — not IT pros — must champion the call for improved data controls and governance as their cause.
Data quality is the first step in all marketing processes. Ensuring this is boring and hard, but it is a necessity. This is the first step when I come into an organization, determine the quality of the data and work to fix that. Once there is a trusted version of the truth, marketing analytics come to life.