Data integration and the future of market research

Elizabeth May

Provides guidance on how to start down the path of data integration and consider new techniques that power data to action within businesses.

Preface

For many years, we've been connecting data points, whether they were just longitudinal or generated by the same customers. Our traditional work methods, even outside of market research, have however limited the reach and effectiveness of joining the dots together; we've created and maintained isolated datasets in silos, we've worked with data across functions that aren't even aware of what each other has to hand, e.g. Finance, Marketing, IT or Insights team, and have struggled to power-up our data assets to become more meaningful and drive confident business decisions. Data strategists are now coming to our aid, to help...

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