Every time chiefmartec.com blogger Scott Brinker updates the Marketing Technology Landscape graphic, in which he lists all the vendors of marketing applications, I need to zoom in to decipher all the logos (1,876 vendors in 2015!). I can’t wait to see what 2016 will bring!

Clearly, there is plenty of technology out there and many businesses feel they are “just one app away from greatness.” Most of these apps are only good for one thing: they take a siloed and partial view and they don’t integrate naturally with anything else. The result is like looking through 15 straws to make sense of the objects in the pool below. Although we, at Informatica, didn’t quite feel we were “one more marketing app away,” we did know that we couldn’t win the war with a siloed view of data.

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