The driving force behind a business’s digital transformation is data. So, it’s appropriate that businesses appear to be creating and holding more of it than ever. One report says that 39% of businesses have 50 or more databases of contact data – a considerable increase from 10% in 2014.
But is this really a good thing? After all, this ever-growing mountain of big data needs to do much more than simply exist. Marketers also face the challenge of having to understand it, extract it and use it.