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Nowhere, it could be argued, does the old adage of garbage in, garbage out ring truer than with the data that underpins a marketing strategy. Without good, fresh data it’s extremely difficult for a business to really establish who its best prospects are. And, if the whole foundation on which that marketing strategy is based – data and information on the customer – is flawed, what real chance is there of getting a positive customer reaction and ultimately a sale?
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