Big Data is bigger than ever, and growing—90% of the data available now was only created in the last two years. As such, there is no shortage of data for analysts to draw insights from.

With the rapid increase in digital interactions between businesses and customers, even more platforms will be created to track, store, and analyze the increasing amount of data. Each platform will offer a different source of data for businesses to manage.

Companies already have a lot of data to manage. In 2017 there are already dozens of sources that enterprises and small businesses alike pull data from. Extensive social networks, content management systems, customer management systems, data management systems, paid search ads, paid social, you get the idea.

While highly useful, the various technologies we employ to collect all of our data are not going to generate transformative results from the data by themselves. Actualizing transformative results from various data sources relies on the expertise of data analysts.

To maximize the value of data, analysts need to connect multiple data sources so they can find data insights that truly transform their whole business.

While it’s easy to get caught up in data that’s collected in silos (per data source or platform), data analysts shouldn’t forget that data tells a story. This is where its transformative power lies. When multiple data sources are combined, the result is a compelling story of the customer.

Daniel Herdean, CEO and Co-Founder of Cognetik, has worked for more than a decade to help businesses build solutions that combine multiple data sources to tell their full stories, resulting in millions of dollars in incremental revenue. He will be presenting “Combining Multiple Data Sources to Tell the Whole Story,” addressing the growing need to link disparate datasets, at the upcoming Analytics Summit.

Register for the 2017 Analytics Summit so you won’t miss Herdean discuss how to connect clickstream, paid, social (Twitter, Facebook, etc.) and CRM data with zero costs.

About the Author

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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