For companies to succeed, they must be able to deliver value to their customers. This entails having a deep understanding of their clients' needs and interests by collecting and segmenting customer data. However, they should first ensure that they are compliant with data privacy laws to avoid corresponding fines and penalties.

As businesses continue to use more apps and tools that allow them to collect, store, and process customer information, the amount of data in their systems grows exponentially. However, not all of the collected information is important or even useful.