The How-To: Using Consumer Intelligence To Revolutionize How Your Business Uses Its Data

Businesses are often sitting on mounds of data that are not utilized. John Kelly, IBM's "father of Watson," says that 80% of data is "untouched," meaning it's never actually used to make improvements or changes deemed necessary by the customer. You might have state-of-the-art martech tools sitting in your martech stack- but how can you use all these data sources to see the bigger picture, and unlock the full potential of your marketing and media investments? Instead of keeping your customer data siloed, with different data sets spread out across different ecosystems, businesses need to start recognizing the value of connecting these data sources. Having one integrated customer intelligence platform that helps businesses understand their customers' conversations from all data sources can be a real game-changer.