Marketing in the Dark: Dealing with dark data

According to research, 80% of all data a company possesses is dark data Рi.e unstructured and unanalyzed data gathered from multiple sources. Combine that with other common issues including the complexity of the customer journey, managing too many data sources, and data privacy, and it becomes clear organizations are struggling to get a grip on the best way to manage data-sets. A recent survey done by Econsultancy in partnership with IBM, provides some deeper insight on the biggest barriers marketers are facing today and how organizations are navigating this murky world of dark data.

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