Data quality isn’t as sexy as Generative AI, but if you don’t get the input right, then that magical-seeming output will be wrong. “Good Data” however, isn’t a static thing. For consumer brands like Brooks Running, it requires end-to-end management of workflows that turn raw customer data into a valuable and usable asset to fuel customer engagement teams and tools. Resolving identities and unifying data into a usable asset leaves room for error as new and conflicting data enters the mix. But this is the critical first step toward getting the rest of your marketing and analytics to work properly.
