Many organizations want to integrate external and internal data. Most of them fail to do this, or at best partially succeed after years and years of development. There are several major reasons for this failure: the differences in nature and model of the various data sources, missing commonalities in dimensions, relations and mappings between data sources. Also data sources have non-unified data formats with ETL tools ill equipped to solve these issues. More problems arise when you try to integrate external data sources in a central internal data warehouse. Besides failing, the system will be non-accessible by marketing, and inflexible to change or extension.
Consequences of inaction
The consequence of ignoring these issues are multi year, and very costly, implementations. Symptoms in marketing departments are frustrations about not being able to access and analyze the data, lack of effective decision-making due to missing insights. The business suffers in an invisible way, because revenue opportunities are not known and simply missed.
Solving this problem will elevate your marketing to a much more effective and capable level. True insights come from combined data, derived metrics from embedded analytics and true insights of growth opportunities and business blockers and drivers. The big advantage is also that our platform can be easily extended with new data sources without any disruption of the current platform. And the platform automatically refreshes with new data loads.