A global digital marketing and technology firm faced major challenges managing decades of consumer data collected from hundreds of sources. Variations in formats, along with errors like typos, missing fields, and incorrect entries, made it difficult to accurately link records belonging to the same individual. Despite efforts to deduplicate data, the system contained over 2 billion records representing about 240 million real individuals, resulting in fragmented and duplicated profiles. This made it nearly impossible to achieve a unified 360-degree view of customers, limiting the firm’s ability to leverage accurate insights and deliver effective, data-driven marketing strategies.

Join for free to read