Disparate data sources make it harder to exploit trends
Nowadays, evolved technologies have made it possible to obtain customer data from all kinds of sources. Companies ask for customer feedback on emails, mobile apps and web forms, while data can be collected via marketing automation, CRM systems and purchase information.
When data is coming from lots of different places, it makes it harder for companies to package it up in a way that’s actually useful. Marketers may end up drawing data from one data source (e.g. feedback via a web form) to produce their customer profiles, while being unaware or unable to access data from another source (e.g. previous orders).
This is why data management consultancies bang on about having a ‘single source of truth’ for your data. Brands end up with reams of information from all over the place, but unless they have a single, consolidated source of data, there’s a chance they could miss certain data sets out completely.