#data-activation

#data-activation

Coverage beats convenience. Zhu stressed that surveys and small samples don't tell the whole story. Without broad, representative data, decisions risk building bias into customer journeys. Recency can rival history. Khetan has seen strong outcomes from focusing on the correct recent data rather than hauling every data point into analysis. Data isn't the finish line. Franz reminded the audience that insights must be synthesized, socialized and operationalized to influence employee and customer experiences.

Marketers today aren't just swimming in data - they're besieged by it. Every campaign, click and customer touchpoint continuously generates insight. But this data only matters when it's activated. That requires systems to ingest, analyze, orchestrate and act on it successfully. Far too often, data remains siloed, fragmented or trapped in disconnected tools, leaving businesses with noise instead of clarity.