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Knowing who your customers are is at the center of most marketing initiatives, and your consumer identity data drives a significant portion of those strategies. But, if a large percentage of that contact information is unusable, your marketing returns suffer. This is the source of ROI-damaging data breakage.
Breakage can occur at almost every point in the life of your data — from creation to ingestion, to transfers from one system to another, to time itself as your data ages, which can result in inaccurate segmentation and personalization for outbound campaigns and inbound engagements.
Every marketer wants to improve the results of their efforts and addressing data breakage will quickly help you achieve those results.