In today’s world, companies of all sizes and types aspire to connect with customers and build relationships that translate into business growth. Opportunities to engage their audiences are vast — online and offline media, websites, apps, email, and physical stores.

The data collected across these touchpoints is significant, but it’s almost always spread throughout different parts of the business. That means bringing this data together and turning it into useful insights can be a daunting task for companies and their marketing agencies.

To address this marketing challenge, businesses are looking to technologies like the cloud and machine learning.

Key Takeaways:

• Data-driven marketing is key to gaining competitive differentiation given the complex customer journey - with the personalised customer experience and predictive marketing outcomes.
• Many marketers try to skip ahead to a single view of the customer, but there is tremendous value to be gained by simply making data more accessible, and understanding the consumer journey.
• Focus on the right martech investment that aids business goals.