It’s been said time and time again: data is the new oil. In no time has this become more evident than it is today where so much of our lives are now lived online, spread across a pixelated landscape of clicks, likes, and views. As consumers traverse multiple channels — both online and offline — data is what helps to form a cohesive picture of who they truly are. From purchasing interests to personal preferences, data has helped brands to better inform their marketing and engagement approaches, ensuring that each and every interaction is perfectly tailored to meet a customer’s needs.
