Among other data-related challenges, publishers struggle to deal with voluminous data sets that emerge from different parts of the business and phases of their customer funnel.
A Forrester study found 57% of marketers around the world feel overwhelmed by the amount of data they get. Instead of evaluating campaigns based on comprehensive analysis, businesses often rely on short-term metrics within their own data silos for measuring the success of their digital activities.
To effectively leverage data and overcome data-related challenges, publishers need to create coherent and unified datasets that enable them to assess the long-term success of their campaigns. At the same time, businesses should also focus on data that is necessary for their processes. They must adopt a flexible data model that enables them to use data from multiple sources and offer a comprehensive view of users across various applications.
A centrally managed model can aid publishers in their effort to standardise data vocabulary across the organisation. The data model adopted must also offer multiple layers of reporting capabilities and tools like dashboarding or browser extensions.
[3 minute read]