Since we have lots of data, we have lots of integration challenges. This is particularly true when it comes to good decision-making for digital marketing and analytics. Since so much customer and prospect interaction with brands is through digital channels (social, email, and the web), digital marketers are finding increasing attention to their efforts.
That attention doesn't always translate to resources, unfortunately, so it's an imperative that marketers connect the dots between the marketing and information systems, especially when bringing customer data and marketing efforts together.
Mastering that flow of data between the places that generate it (click-stream, communities, sentiment analysis, email and SMS messaging, and portals) and the systems that utilize it (marketing automation, messaging delivery, and social publishing) is creating complexity, as well as opportunity.