How Data Can Bridge Retail's Digital Divide

2. Choose your compass. When you integrate multiple sources of third-party data with your own first-party data, the two sources won't always validate each other. From the beginning, be sure your team agrees to assign one data provider to be the source of truth for your marketing. That way, as you move into planning and execution, you'll be able to compare apples and apples, and leave the oranges alone.