In your tenure at a company, how many different software platforms have you been on? For some companies, that’s just 1. But not for most. Most companies transition software platforms as new and better technology comes along.
Data migrations from one platform to another can leave you with incomplete and unmatched data. Typically, part of the data is left in the legacy system never to be used again. But why? What determines what has value and not?
Software transitions are just one of the ways you can end up with silos of data. Today, data can be collected from an assortment of sources. Just think about your web presence for a minute; social media, e-commerce platforms, google analytics, paid search, and more.
What you end up with is silos of data and frankly a big mess. How can you market with intentionality if you don’t have a clear picture of your data? And data should drive strategy. Gone are the days of “spray and pray”. Marketing departments now need to be careful to send the right message to the right customer through the right channel.
So how do you do that? Step one is to get rid of the silos. Unification of data across all platforms is a must. Hygiene and standardization routines are required before any unification. The more sophisticated the hygiene logic, the better the standardization and thus the better the unification.
Once you eliminate the silos, you can use that data to drive your strategy and grow your business.