There is no shortage of marketing data. For marketers, all this data is a goldmine with the potential to drive business strategies and results. Yet, most teams can’t leverage the data they have today, much less what’s around the corner.
This struggle to navigate and manage vast sums of structured and unstructured data across too many systems and formats is a common problem across industries. Plus, many companies silo data based on organizational structure or job function. This means that there are too few people with the necessary access and experience to use some of the most valuable data sources that a company possesses. In fact, marketers named “centralizing data” and “dissolving silos” as the top two changes needed in order to derive value from data (source eMarketer via Lucy).Read More