Advanced data segmentation may be more myth than fact, according to panelists at Gartner Group1s Spring CRM Summit.
For one thing, many firms fail to deploy the data they1ve collected in a meaningful way. “There are thousands of variables, but only 50 that you’re ever going to use,” said Charles Bunce, senior vice president, integrated solutions, Experian.
The result is that they fail to deploy and analyze data across the entire company in real time, Bunce added.
Many companies also show a lack of commitment to the long haul.
“People don1t have the patience to go through steps to develop mature processes,” Bunce continued. “A lot of companies say,
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