Sometimes campaign data is like a clock that’s too fast or too slow. It gives you a good impression of what time it currently is, but without knowing how much faster or slower it is, you can’t be precise.

Sometimes data works in a similar way. The data you have of your customer may at times be a best guess of what they like. Still we tend to design entire campaigns around this best guess, often without knowing if your assumptions are right.

Just like a clock can be tweaked to tell the right time, we can fine-tune data we have of the customer by continually engaging, tracking and updating the information we have of them.

So the next time you plan a data-centric campaign, think about the assumptions you make and whether your data is giving you the right story.