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After a company’s people, data is many enterprises’ most valuable strategic asset. Data is unique in the way that it presents both opportunities and perils in nearly every corner of a business.
It is likely that if a person is using a datum (the singular form of data), they are going to be touching it again in the future, and when they do, they are going to want for their own purposes for it to be normalized, unique and complete.
And then, there is everyone else, and everything else like marketing automation that is going to need that datum to advance an Opportunity or find a new one, and they will also need it to be normalized, unique and complete.