Introduction
Data has long been recognized as a key marketing resource (e.g., Glazer, 1991; Jaworski & Kohli, 1993). As data availability has exploded, much of it a result of digital technology, and organizations have increasingly become inundated with vast amounts of this resource. While increased data availability has many positive outcomes, it can likewise create financial, time, and task completion burdens. For example, less than 5% of companies' data satisfied acceptable quality standards (Nagle et al., 2017). As a result, experts estimate as much as 80% of project costs are often directed just toward data cleaning to convert it to...