Synchronized data is worth the expense because it’s a hallmark of human interactions. If I talk to a friend and they keep asking me for information I know they already have, I have a right to get irritated. In the age of Big Data, I hold brands to the same standards. The few that meet those standards earn my trust and loyalty. But if you’re hoping to use personal data successfully, there are a few things you have to get right.

A smart use of joined-up data is far more interesting to me than just the quantity of it being mashed together. This article shows just what a difference getting it right, at the right level (i.e. not invasive, but natural), makes.