No central view of customer data

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In my experience, companies typically struggle to overcome one or more of these common barriers and this holds them back from experiencing the full benefits of investing in MarTech. There are of course other well documented barriers such as organisation silos, skills shortages and integration with other MarTech technologies but here french email address list I have focused more on the data driven barriers that can typically be overcome with a combination of the right strategies, software tools, trained people and well-designed processes.


No central view of the customer data
MarTech success means getting to grips with your customer data. With the demise of the cookie, this means collecting first-party data and placing it at the heart of you marketing strategy.

In the past it was simple, as there were only a few data sources needed for Marketing. Nowadays, you need all your customer transaction data in one place as that is what powers your personalisation. According to a recent Salesforce study, the number of data sources used has increased from 10 to 12 between 2020 and 2021 in B2B marketing and from 6 to 9 between 2020 and 2021 in B2C marketing and is expected to grow again to 12 in 2022, i.e. the number of sources has doubled from 2020 to 2022.



MarTech vendors will bombard you with nifty acronyms like SCV, CDP, DWH, data lakes and more but at the heart of the challenge lies the fact that siloed data needs to be brought together to deliver a holistic view of the customer and this can present challenges, both legally and technically (what am I allowed to bring together and what can I bring together?).