Probabilistic or deterministic data, which is better for customer information?
This is a question that divides experts. Some argue that probabilistic data is more effective, as it allows a greater amount of information to be obtained. Others, on the other hand, claim that deterministic data are more accurate and therefore more useful for marketing.
What is the truth? The truth is that both types of data have their advantages and disadvantages.
Probabilistic data, as the name implies, is based on probability determined by patterns of behavior, preferences or past conditions, e.g. a user's browsing behavior; it is more effective in obtaining a greater amount of information, but may be less accurate.
Deterministic data or source data refers to data that is based on real information such as email, phone numbers, usernames and unique identifiers, i.e. it is more accurate but may not provide as much information.
In general, it is recommended to use a combination of both types of data. Probabilistic data can be useful to obtain an overview of a market or a group of customers, while deterministic data can help to obtain more precise information about an individual customer.
Ultimately, the decision on what type of data to use depends on the marketing objectives and the availability of the data. If a large amount of information needs to be obtained, probabilistic data may be the best choice. If very precise information needs to be obtained, deterministic data may be the best choice.
