Making Sense of Data Quality Amongst Current Seasonality & Uncertainty

The expectation for instant data is hurting business stakeholders, particularly marketers, who often struggle with data quality due to its high potential for seasonality and uncertainty. Many marketing functions handle massive amounts of data but are deficient in one or more of the six C's: clean, complete, correct, comprehensive, chosen well, and calculable. To unlock value from this data, companies need to blend it with conceptual ideas and experiences, utilize AI and machine learning, and focus on real-time data and marketing strategies that can adapt to changing circumstances. Data privacy is paramount, and new regulations can trip up marketers, making it essential to ensure compliance and handle data responsibly. The pandemic has changed everything, and the war in Ukraine will cause supply chain issues, making it crucial to focus on real-time data and marketing strategies that can adapt to whatever comes next.

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