The bottom line is that those that have the most customer insight will win because they know what customers want.
So the question is how will you get that insight? What is it that you donít know about customers in the market(s) that you operate in? Do you have all the attributes about customers in your MDM system that could be of value to your business? Do you know about all the relationships that your customers have in your MDM system?
In most cases, the answer to the above questions is no which inevitably means one thing. You need more data.