Businesses want to understand their customers so they can plan investments and deliver personalized experiences at scale. However, most rely on customer data management and unification practices that leave them with an incomplete and erroneous view of their customers. The result is a cascade of negative consequences, which often has the greatest impact on their highest-value customers. In this report, Amperity analyzed several global consumer retail and hospitality brands to uncover the impact that bad data can have on a brand. The results show that businesses are misidentifying 23% of their best customers, individuals responsible for over half of their revenue, and explore the data challenges at the foundation of these errors.
3 Key Takeaways:
Forrester TEI Report
California Consumer Privacy Act (CCPA) and The Future of Consumer Privacy
Amperity Intelligent Identity Resolution