Marketing? – Let your ingredients interact!


Throughout the years Human Inference has carried out and supported research with regard to the importance, the impact and the perception of customer data quality in business environments. This reasearch shows that the phenomenon customer data quality is subject to a perception shift. In general, one could argue that, in the early years, data quality used to be perceived as “something that is being carried out by the IT-department”, whereas nowadays more and more companies and organizations are recognizing the importance of customer data and information quality. Issues and initiatives such as the value of a single customer view, data integration, fraud prevention, customer relationship management, operational risk management, compliance and anti-terrorism have become boardroom themes. Continue reading ‘Marketing? – Let your ingredients interact!’