Retailers face significant data governance challenges as customer information becomes scattered across multiple systems, leading to duplicates, inconsistencies, and poor data quality. This fragmentation makes it difficult to map data to individual customers, weakening marketing performance, reducing sales ROI, and limiting valuable insights. Disjointed data also harms customer experiences and erodes trust. To address these issues, retailers need governance programs that can holistically identify, unify, and manage data across the enterprise, creating a clearer, more accurate view of each customer while strengthening operational effectiveness.

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