Many customer experiences would be far more enticing if companies could better understand just who their customers really are and what they are experiencing. However, superior customer experience requires that data be delivered from multiple sources, to the right place, to the right decision maker or application, at the right time. And then that data needs to be tied together to form one cohesive view of the customer—something far easier said than done. Unfortunately, many companies still struggle to make sense of the data they have surging through their systems.
https://www.forbes.com/sites/insights-treasuredata/2018/07/10/fine-tuning-the-firehose-finding-the-customer-data-that-really-matters/
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