Tying data all together

Michael J. McDermott

Discusses the emergence of data virtualization technology and explains how B2B marketers can use it to their advantage, with reference to a success story from Syngenta, a global agribusiness.

Is it really possible to have too much of a good thing? In the case of marketing data, the answer is a qualified "yes." The challenge is gaining access to all that data from multiple systems and quickly acting on it to achieve marketing objectives. That usually requires an enterprise to link all its critical data to a single master file.

Times are changing, however. The emergence of data virtualization technology now makes it possible for marketers to get a more unified view of all relevant customer data, regardless of where it resides across an organization. In fact, the technology...

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