his blog is the second installment of a 2-part series on how artificial intelligence (AI) can help marketers put their customer data to work discussed in a rare joint webinar with Forrester Research and VentureBeat.
In the first part of this series, we explained how marketers can win their customers’ moments if they fully harness all their customer data — which is easier said than done since most marketers admit to only using 10% of their customer data.
“50% of Marketers State Data Unification as their Greatest Challenge to making the most of their customer data.”
Having existing data silos is one of the main reasons why marketers cannot fully leverage all their customer data. Customer data often sits in disparate and geographically dispersed systems. “Marrying” all this data can be extremely difficult. At a recent Forrester webinar, half of polled marketers said that data unification is their greatest challenge when they want to make the most of their customer data.