They say that knowledge is power, but today it feels more like knowledge is overwhelming!
Consumer data has exploded but while the amount of data may have grown, in many ways our understanding hasn’t. With multiple touchpoints and a fragmented landscape, it’s difficult to get a single version of the truth. Attribution and tracking have given us a solid understanding on how customers are interacting with our own brands, but not how they interact with our competitors or in the category itself. This leaves the full customer journey fuzzy and indistinct.
If you are worried that the gaps in your data are leading to a lack of strategic action, then what can you do?