Data Unification

To be honest, when the term Big Data was first coined in 2000 – and then found its way onto the main stage about a decade or so ago, I wasn’t a fan. I’m still not. Not that Big Data isn’t important, because it is. It’s just that the term meant everything and nothing all…

I read the other day that “Data is like water” and thought what a great analogy.  Most living things cannot live without water very long. Thank goodness, for most of us, water is abundant.  It falls from the sky. If not treated right, water can get contaminated, and harm those who consume it. I concluded…

The dreaded data bottleneck. Every department in every enterprise has one (at least). And they all must be smashed if your organization hopes to leverage all the competitive advantage that’s buried deep inside your data.

It’s one of the most common, time-consuming, and wasteful problems a marketing organization can face. And it’s not just the challenges with click-through or open rates. It’s actually “data logistics” or ETL. First some background: ETL is an acronym and stands for “extract, transform, load.” It’s the core database functions to move data from one…

Eleanor Roosevelt once said, “The future belongs to those who know the beauty of their data.” We are taught that Eleanor Roosevelt was a feminist, but so few know that she was a futurist, having completed an advanced degree in mathematics.   She also said, “Great minds discuss analysis; average minds discuss data; small minds…

When thinking about the critical dimensions of marketing technology, an effective marketer has three levers: Scale of the data Complexity of the data Speed at which the data can be evaluated For the last 20 years, the marketing technology (or MarTech) space has lagged behind advertising technology (AdTech) and financial technology (FinTech) in being able…

Failure is okay. I suggest failure all the time. But let me be more specific. I believe in taking on multiple ideas and executing them quickly. Not only does it allow you to understand quickly if your idea is a good one; but it also allows you to fail — and that’s okay. In today’s…

  For me, data-driven & CDP marketing is just beginning. It’s in a stage of infancy due to one thing: silos of data are everywhere. Read on and I’ll tell you why. There are marketing data silos and there are channel silos, and although they are breaking down, companies aren’t getting their data to come…

Every day hundreds of millions of actions occur on our clients’ websites. New users sign up, browse pages, send emails, and place orders. These actions generate the raw data our clients need to piece together relevant and personalized campaigns. To make this happen we need to replicate our clients’ data into our platform. This isn’t…

In 1947, Thor Heyerdahl sailed from Peru to Tahiti on a balsa raft called the Kon-Tiki to give credence to the theory that Polynesia was populated by peoples of South America, and not Asia. They sailed 4300 miles across the Pacific Ocean, faced nasty storms and many deadly threats. Yet, surprisingly, the point at which…