Every company has issues with siloed data, and many are aware of this, yet continue to use systems that provide information to different parts of the organisation. Breaking down these silos requires effective leadership with vision, which can be a significant obstacle. To overcome this, it is important to demonstrate why integrating data is beneficial and to set up a scorecard to track the success of the data integration program. It is also important to identify and address challenges such as legacy data, cultural change and data governance. Emerging trends such as real-time data streaming and AI-powered data management can help with data integration, while new data sets will need to be evaluated for applicability. Ultimately, effective leadership is key to enabling marketing to unlock the full potential of data and achieve a holistic understanding of customers. By adopting a strategic and comprehensive approach to data integration, companies can make better decisions, drive more effective marketing campaigns and maximise impact.
Originally reported by Martech: https://martech.org/breaking-down-data-silos-overcoming-obstacles-and-planning-for-the-future/
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