Want to pull ahead of the pack and stand out as a leader? Ramp up omnichannel data mastery, harness ownership of first-party data, and measure market efficacy in new ways.

Customer-centric organizations know that mastering data is the key to meeting rising expectations for personalized experiences. In today’s experience economy, the ability to synthesize, interpret, and act on customer data—in real time and across digital and physical touch points—is foundational to allow a brand to connect with customers as individuals.

Despite year-over-year improvement by brands that are already CX leaders, overall momentum in customer data mastery stalled in 2021. To pull ahead of the pack—and enjoy the benefits that come from personalized customer rapport—brands will need to turn their intentions of data mastery into action.

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