Data Unification and Management

The who, what, when, why, and how of data unification and management, according to nearly 300 marketers.

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So why are marketers setting out to unify data?

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It turns out that creating a centralized view of data isn't easy...

But what is the toughest part of getting data unified?

It is all about the customer according to marketers who list improving customer engagement and improving customer experience as their top goals.

A 71% majority of marketers agree that implementing a strategy to unify data is complicated.

According to over one-third of marketers, issues like maintaining data quality are getting in the way.

Some highlights from the research: