Customers interact with your brand at various “touch point” – from website content read, ads clicked, social sharing – across all screens. Data on all these different interactions lives in different tools, systems and vendors.
Business owner have to bring all of these data together in one place.
Integrating data from different tools usually presents many challenges. Different applications will use different styles of record-keeping, different conventions, different time periods, different degrees of data aggregation, and different primary keys, and will have different kinds of error.
The data must be assembled, integrated, and cleaned up. The fragmented information that an organization uses to support day-to-day operations can have immense value when brought together.