And that came as a shock to Phone Number Database many marketers last year. A selection of common issues on data quality that we have seen in 2016: Lack of process for defining, measuring and analyzing data quality Incomplete Phone Number Database and incorrect implementations of Google Analytics and DMPs Data sources that do not (yet) build up data on a one-to-one level Lack of linking keys between data sources creating silos The Phone Number Database bottom line is that brands often have to start from scratch with building up new data to develop prediction models, for example. Regardless of when your Phone Number Database organization is ready for serious steps in the field of data, as a marketer it is wise to put this step (if not yet implemented) high on the agenda for 2017. DMP as a solution for all your Phone Number Database data? Many brands are overshooting the actual function of a DMP. It is often thought that the DMP should literally be the core of all customer-related data. A kind of CRM system that has a Phone Number Database direct link with marketing applications. In our opinion a very risky approach, which creates a huge dependence on an 'external' platform. It is more sensible to keep your Phone Number Database own database as the beating heart and to feed a DMP only with the data needed to be able to fill in a predetermined application. Regardless of where you stand with the Phone Number Database organization on data, this is definitely a topic for the new year to form a vision on together with your IT department. Also read: A Customer Data Platform: something for your organization? [pros & cons] 2017: the end of puberty is slowly approaching Given the speed with which developments followed in 2016, it is inevitable that 2017 will be an interesting year for real 'data fanatics.