"Coverage beats convenience. Zhu stressed that surveys and small samples don't tell the whole story. Without broad, representative data, decisions risk building bias into customer journeys. Recency can rival history. Khetan has seen strong outcomes from focusing on the correct recent data rather than hauling every data point into analysis. Data isn't the finish line. Franz reminded the audience that insights must be synthesized, socialized and operationalized to influence employee and customer experiences."
"The first asked, "What's your biggest data activation challenge?" Accessibility was the runaway leader, followed by actionability, collection and trust. The second poll focused on martech stacks: integration was by far the weakest link, followed by activation, then ingestion and analytics. These results mirror industry trends: even as AI adds new capabilities, marketers still wrestle with siloed systems and inaccessible data."
Coverage beats convenience; surveys and small samples do not capture broad trends, and without representative data decisions risk embedding bias into customer journeys. Recency can rival history when teams focus on the correct recent data rather than retaining every datapoint. Insights are not a finish line; they must be synthesized, socialized, and operationalized to influence employee behavior and customer experiences. Accessibility and integration remain top activation challenges, with siloed systems causing persistent problems in ingestion, analytics, and activation. Outcomes should guide stack design rather than pursuing a single centralized AI, and people and process must lead technology.
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