Published: 04 February 2019
ID: G00408882
Analyst(s): Marketing Research Team
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.
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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