We are flooded with an almost infinite number of data streams these days. From traditional sources such as registration and consumer purchasing platforms to social media feeds, tweets and Instagram updates, the amount of new data being created and disseminated is almost endless.
So the challenge isn’t ensuring that you have enough data about your constituents. Rather, it’s knowing which data is salient and having the right data at the right time to reach your audience with the right message to deepen the level of engagement.
Almost every organization I know has various islands of data. We are all struggling with ways to integrate all that data into a holistic picture of who the consumer is and what makes him or her tick.
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