Lightspeed Blog

Validating Segments: Marketing Data Integration (Part 5b)

Posted by Reshma Krishna on Sep 17, 2018

We’re researchers, so it makes sense that we love data. Big data, small data, and all data in-between. But does our love run so deep we overlook the validity of all the data we use? Deloitte Insights brings up a good point, “When big data contains bad data, it can lead to big problems for organizations that use that data to build and strengthen relationships with consumers.”

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Topics: data series, validation

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