Few will disagree that businesses operate better and achieve more of their goals when they can use their data strategically. However, given how many forms and sources — think CRMs, ERPs, mobile apps, and dozens more — of data exist in today’s enterprise, assembling and making use of that information is easier said than done.

For years, companies relied on data warehouses with specific schemas for a particular use or application in the business. Marketing teams, for example, would use data to better understand the success of a particular campaign, get a clearer view into the buyer’s journey, or project the types and quantity of content they’ll need in the future.

Source: DZone