"The conversation ranged from overlooked data sources like direct web traffic and CRM rules, to the challenge of channel silos, to the shifting reliability of email and web analytics in an AI-driven environment. What emerged was a clear message: marketers don't need more data - they need to use what they already have more intelligently, more collaboratively, and with better hygiene."
""In 2007," she said, "the funnel was neat: submit a lead, get a call, close in five days. Now? There are 65 touchpoints in many purchases. In automotive alone, over 20 touchpoints per sale. We need to stop pretending attribution is a straight line." Her advice: accept incomplete data. Use what you have. "It's okay that you can't see it all. Make decisions anyway.""
Marketers collect abundant data but often fail to convert it into insights because organizational silos, integration gaps, and poor data quality make data unusable. Valuable signals exist in overlooked sources such as direct web traffic and CRM rules and across multiple channels. Attribution models have fractured as purchase paths include many touchpoints, so decision-making must accept incomplete data and act on available signals. Tools for integration and analysis exist, but without unified systems, governance, and consistent hygiene, data potential remains unrealized. Prioritizing centralized, clean data and cross-team collaboration improves insight generation.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]