In today’s competitive landscape, accurately managing marketing data is more important than ever – but it can be challenging. With the amount of data now available, it’s critical to have a system in place that can organise and make sense of this information.

As data-driven marketing has become essential to the modern marketer, understanding how to utilise the right tools and strategies for collecting, analysing data is a must. Doing this effectively in tandem with rapidly evolving technologies, changing consumer behavior trends and regulatory requirements around privacy and security can be a marketers biggest challenge though.

Even though most companies are investing big money into big data, they nonetheless fail to witness any tangible outcomes. It’s not surprising either when you think about it; many of them only store large quantities of information without connecting the dots and transforming all this knowledge into actionable insights.

70% of marketing and sales executives have confirmed that producing decisions based on data has become a major goal within their organisations. Unfortunately, though, only 2% reported that they’d achieved a “broad, positive impact”.