Back in sales and marketing land, 33% of executives say that lack of unified customer data is a top challenge to providing exceptional customer experience. Only poor communications (46%) and misalignment (42%) between teams rank higher. Poor alignment is the biggest obstacle to creating a unified customer view, ranking ahead of technology and data quality.
Data integration platform Fivetran also finds companies are struggling with data: 82% of Enterprise Resource Platform (ERP) users say they’re making decisions based on stale data and 85% say this is leading to lost revenue. Just 23% say they have real-time access to ERP data even though 86% say they need it. Say, do you think Fivetran can help?
No one really doubts that real-time data is useful, but here’s more concrete data in case you’ve been arguing the point: this Confluent survey of IT leaders finds 63% of companies with widespread access to real-time data showed 10% or higher revenue growth, compared with just 44% of companies with only some access grew as fast. Integrating multiple data sources was the most common obstacle to real-time access, cited by 60% of respondents.
Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.