Dark data presents problems—and opportunities—for big businesses
report, the martech space is currently valued at $52 billion, with the potential to reach $100 billion. Their report goes on to say that “Driving this growth is data, and more specifically, the realization from marketers that expertise in data leads to actionable insights which drives a greater ROI and provides more control.”We quickly reached a stage where the supply of data as an insights resource has exceeded our knowledge, tools and comfort level.
As the martech category continues to grow, the solutions to our data quandaries are multiplying, and companies need to consider what’s right for their business. Here’s what they should think about when weighing those solutions: - How well the software aligns with and solves for the mission of the department using it: Innovation projects and product tracking require very different technology and approaches
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