When I first started working in digital marketing back in 2006, nobody cared about integrated data. Heck, “big data” hadn’t even been invented yet!
Well, maybe that’s a bit of an exaggeration… but the reality was that marketing efforts were often siloed, disjointed or some messy combination of the two.
Rarely was performance data from multiple channels being placed side-by-side to give a full picture of success. So saying that joined-up data wasn’t a big priority would be quite an understatement…
Three key steps to getting your marketing data & analytics ‘just right’
