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3. Make Time for Data Refinement
Data refinement should precede any analytical activity. If you're waiting for a "genius data scientist" to show up and make sense of your mess, you're out of luck, Yu said. Marketers have to invest in this important step. During the refinement process, data is verified, edited, standardized, categorized and summarized, Yu explained. He offered the example of SKU level data.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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