Integrated Platforms: Making Analytics Work for You
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If you’re like most marketers today, you’re swimming in data. It’s never been more important to be able to make sense of all the numbersand then to use those data-driven insights to improve each customer’s experience.
Until now, compiling this data to gain customer insights has been difficult, if not overwhelmingand cost-prohibitive. However, new integration developments are bringing all this disparate information together to form one crisp, clear picture of the customer.
Despite these strides forward, many companies continue to struggle with analytics. Different analytical tools are used by different internal departments, often with no coordination. Different pools of dataderived from email interactions, websites, mobile devices, stores or call centersare never tied together. Analytics for different platforms, such as mobile, social and web, are used independently but often not integrated.
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