For decades businesses have built massive datasets in pursuit of a “complete” view of their customers. While many have successfully completed the first part of this goal, the second half of the project — putting the data they’ve gathered to effective use — has largely remained out of reach.

To finally end the cycle of massive datasets, organizations are working to make data clear and accessible to enable cross-team collaboration and interoperability between data points.

This tactical guide unpacks some of the top challenges marketing teams face as they race to secure as much data as possible while implementing tactics that actually power successful campaigns.

Download it to learn:

How to determine data accuracy and end the mass-data cycle
The roles of “light” and “flexible” data
How to unify both data and vocabulary
How to identify the right tools to apply a flexible data model