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As part of the launch of MarTech, we are exploring key trends and tactics related to our six main topics. Today we look at an emerging trend in marketing Data. Click here to learn more about our mission at MarTech.
“Our relationship with data is not healthy.”
That’s the sentence which jumped out at me from Christal Bemont’s foreword to a report published earlier this month, the 2021 Data Health Survey from Talend, the data fabric and analytics platform, where Bemont serves as CEO.
How long have we been in a data-driven business environment? Remember the term “big data”? That goes back at least 10 years. If we don’t hear it used much today, I think it’s because we’ve become accustomed to data being big, and very fast too. But how are marketing teams handling that? All the time, I speak with brand marketers who haven’t yet got their data unified and under control. When I spoke to Tom Matzzie, President and CEO of CleanChoice Energy earlier this year, he was proud that his stack let him respond to customers in real-time, but admitted to having an ongoing data lake project in the background. He’s far from alone.
Some companies are still working on internal data lakes; some have abandoned that route and invested in CDPs as their single source of truth; and some are still patching things together with data from marketing automation and CRM systems. Pat Maigler, marketing strategy and operations manager at Williams-Sonoma, gave a forceful defense of the latter
Read more here: https://martech.org/data-is-at-the-heart-of-everything-but-were-still-struggling-to-handle-it/