How Companies Can Start Unifying Their Marketing Data in 5 Steps
Virtually every marketing organization is taking steps to become more data-driven, but there are considerable gaps between vision and reality. According to a 2018 Salesforce report, only 47% of marketers have a completely unified view of customer data sources. Meanwhile, customer data complexity is only increasing. According to Salesforce’s 2020 “State of Marketing” study, the median number of data sources leveraged by marketers is projected to jump by 50% between 2019 and 2021.