Data Analytics

For successful analytics, data quality is king

Quality analytics depends on an understanding of the business problem to be analyzed and an experienced, knowledgeable team of data pros with the right tools and techniques to conduct the analysis. But the single most important ingredient is quality data. Essentially, data quality comes down to three factors: input data, …

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Data Analytics

The year ahead: Building customer centricity

With a nod to the growing importance of knowing your customers, Direct Marketing has launched this “Customer Centricity” column for 2017. I’m pleased to kick off the new year with this inaugural piece and share my perspective on an orientation that I’ve always considered a key success factor for any …

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