Take the time and invest in the correct resources to make your data strong. Too often, a misguided cost center vs. revenue mentality discourages such action. Good data can actually pay long-term dividends.
Customer loyalty was the holy grail of marketing. Fast forward to marketing in the Age of NOW, it’s not your customers’ lifetime value to your brand that’s important; it’s your brand’s lifetime value to your customer(s) that is important.