How high quality data can either be the Holy Grail or Achilles heel for marketers

Marketers today are navigating in an era of ongoing technological disruption. Digital transformation and the influx of smart technologies have evolved customer expectations and led to an unprecedented demand for instant gratification and high-quality, personalised experiences across all channels.
At the same time, there is a growing need for transparency, accountability and ethics in marketing, especially as additional states continue to introduce new data privacy laws. These rising standards bring a new...