What should a practitioner consider when handling conflicting data in customer profiles?

When handling conflicting data in customer profiles, applying merge policies is crucial because these policies provide a systematic approach to resolve inconsistencies. Merge policies define rules for how data should be integrated and prioritized, ensuring that the most accurate and relevant information is maintained in the customer profiles. This helps maintain data integrity and enhances the quality of insights derived from the profiles.

Using merge policies can take into account various factors such as the source of the data, the accuracy, and the context in which the data was collected. This approach leads to a more reliable customer profile that reflects the most comprehensive view of the customer.

While using the most recent data might seem appealing, it could lead to overlooking valuable historical information. Similarly, prioritizing the highest quality data is important but might not be the complete solution if it does not align with a cohesive strategy. Ignoring conflicting data is counterproductive, as it can further complicate the customer understanding and lead to erroneous conclusions in analytics or marketing strategies. Therefore, implementing merge policies is the most effective strategy for resolving conflicting data.