Forrester Report:
How Dirty is Your Data?

Executive Summary

‘As privacy increasingly becomes a marketing concern, firms must think about their customer insights (CI) practices differently. Today, marketers’ data governance practices – the rules that guide what consumer data a company collects; how it stores, transfers, and manages that data; and how it uses and disposes of that data – are nebulous at best and dangerously misguided at worst.

As the data landscape evolves, from technological advances that enable de-anonymization of digital data to the proliferation of data that is personally identifiable in one context but not another, this question inevitably arises: How should organizations treat customers’ personal data, and what constitutes personal data, anyway?’

Download your complimentary copy of the May 2016 Forrester report, ”How Dirty is Your Data?” to learn more.