We live in very complex times. As much as we talk about integrated insights, it only seems to be getting worse. If I sound a little bleak it’s because this statement has been shared ad nauseam: digital marketers are literally drowning in data.
Data sources range from anecdotal and trivial to scientifically precise, and span numerous systems both on premise, in the cloud, and property of third-party data providers. Using several approaches to arrive at a single truth (to within a reasonable variance, I might add) is extremely difficult.
Many share this conservative view on data democratization, believing that only data scientists and digital analysts should embark on these journeys into meaningful and rigorous analysis, while others argue that data should be liberated, free for all to use.