oa Journal of Marketing - Data and the holy grail of customer self-service : online,



Customer data. It's one of the most sought after commodities in the market. Companies spend millions a year buying it from marketing list specialists. They spend similar amounts on data cleansing applications and with data scrubbing specialists to ensure their customer data is reasonably clean and accurate.

And, having gone through the process of acquiring customer lists and cleaning them, they start the process all over again.


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