Gartner Research

Effective Data Integration Strategy for Marketing Leaders

Published: 04 February 2019

ID: G00408882

Analyst(s): Marketing Research Team

Summary

Data integration continues to be a challenge across most marketing functions. This research is designed to help marketing leaders enhance their ability to think intelligently about the data-integration challenge and equip them with a strategic approach for tackling the problem.

Table Of Contents

Introduction

Organizational Challenges Around Data Integration

Pathway to Effective Data Integration for Marketing Leaders

Adopting a Business-Led Approach to Data Integration

1. Identifying Data Integration Projects

Data Used to Meet Business Objectives

Where the Data Comes From

2. Assess the Organization’s Capabilities

3. Prioritization Roadmap

Clarifying Purpose of Data Lake

Conclusion

Recommended by the Authors

About This Research

Endnote

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