From a Marketing perspective, clean data maximizes efficiency for a campaign. Whether it is targeting the right group or ensuring the campaign reaches its destination, good data drives the ability to get it right.

As we navigate the digital disruption that captures our attention, we often neglect to ask deeper questions about how today's decisions will change the future. Perhaps it is pressure to compete in a nano second or respond to industry mania. We have to contemplate so much in a given day that worrying about the future state of marketing is the last of our concerns. But we need to make it our concern. Is it Marketing ethics or egos? Here are four reasons why we need to consider