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PHOTO: Sharon McCutcheon Data is essential for the design and delivery of customer experience programs, but the value of the data depends on its accuracy, completeness and timeliness. According to a SnapLogic study, 76% of companies are missing revenue opportunities due to lack of data insights, and 72% of companies surveyed said customer engagement and satisfaction are negatively impacted due to missing or incomplete data. Additionally, more than half (54%) admit to relying on poor quality data to drive strategic decision making. To know that so many organizations are making business decisions using data they do not trust is alarming, said SnapLogic CTO Craig Stewart. To get data analytics projects right, it’s critical that organizations review what data they have, the applications and sources it comes from and how they are bringing it all together.

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