In the era of Big Data, Data-Driven Marketing and the synergy between physical and digital touchpoints, the issue of information management and data integration plays an increasingly crucial role.
According to data published by the Big Data Observatory of the Politecnico di Milano , in 2021, 78% of large Italian companies have adopted data integration strategies , but, among these, only 18% have been able to take full advantage of these strategies , being competent and proactive, not only to protect and maintain the integrity of these data, but also to know how to take full advantage of the wealth of information . It is in fact precisely on this last aspect that the game of digital transformation and the improvement of the customer experience
is played out , which is one of its founding pillars.
But, as we have seen from the data, it is not singapore phone number data always easy: integrating and managing heterogeneous data, coming from multiple sources, is a daily challenge: it requires trained professionals, technological solutions up to the task and management ready for change.
Data Integration: The Key to Omnichannel Marketing
The term “data integration” generally refers to the process of merging and integrating data from multiple sources .
It can include several phases ranging from data collection, normalization, and mapping to processing by complex systems that aim to make this data easily understandable to those accessing it.
The main advantage of a data integration it is a fact that digital marketing is one of the most important events that have happened in recent years. why? strategy lies in the possibility of building a 360° view of the customer , complete, unambiguous and up-to-date, the starting point for effective marketing strategies aimed at personalizing the customer experience in an omnichannel perspective .
Information from multiple sources, but what data specifically?
Typically, when we talk about data integration, we are generally referring to five different types of data:
- machine-to-machine data : this includes bf leads data generated as a result of interaction between electronic devices;
- public administration data : this includes data present in public databases and therefore available without any restrictions;
Improving decision-making processes, developing strategies to strengthen competitive advantage: data, if well exploited and analyzed, represents a real gold mine for companies today, but it is necessary to adopt the right mindset .
