In order to produce accurate attribution models, data must be combined, centralized, clean, valid, and recent. Brands that compile customer data from all channels and assemble the tech that produces multi-faceted views of customer journeys will have a competitive advantage. AI-driven modeling is possible with the right data tools in place.
The result of this data deluge? Organizations lack the insight into their customers they desperately need to deliver meaningful experiences, secure sales, and retain customers. New research estimates 48% of them struggle to gain these insights due to the data silos and more than half admit they don’t have a full picture of their marketing data and their customer journey.
Given the many challenges marketers are up against, it’s no wonder they struggle to define their customer journeys and optimize customer interactions. Below I offer some advice for those in this data struggle.