---
title: "The Half-Life of Customer Data"
description: "The Half-Life of Customer Data (and What It Means for Marketers) Braze"
canonical_url: "https://www.braze.com/resources/articles/the-half-life-of-customer-data"
language: "en-US"
datePublished: "2019-10-15T09:30:00-04:00"
publisher: "Braze"
authors:
  - "Casey Dienel"
tags:
  - "Data Agility"
  - "Data Privacy and Security"
---

# The Half-Life of Customer Data

![A chart detailing various use cases for customer data notifications across different industries, including estimated time to act and completion. The chart highlights scenarios like flight delay notifications and reward loyalty redemption.](https://cdn.sanity.io/images/b7pblshe/marketing-prod/f02de279d58d2aff32c14e07121378072f66db3e-1120x3126.jpg)

---

*Published 2019-10-15T09:30:00-04:00 · canonical lives at https://www.braze.com/resources/articles/the-half-life-of-customer-data*