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Technology will be about making data actionable, not necessarily collecting more. In addition to
accessing deeper data, it also means a consolidation of data collection tools. Brands want a platform
that can do it all from one place, which requires standardized metrics across digital channels, as well.
Simplifying Consumer Data
“Clients do not care about the size of our data; rather, they believe that
a single targeted insight or idea can change the way they do business.”
—Benjamin Spiegel, Managing Partner and VP-Innovation at Catalyst/GroupM
72%of marketers said their organization’s data is too fragmented
(Tealium, “The Path to Unified Marketing”)
Companies are working to consolidate for their customers:
- Oracle acquired Datalogix and BlueKai
- Salesforce acquired Rival IQ
Using Complex Data to Simplify 41

Technology will be about making data actionable, not necessarily collecting more. In addition to
accessing deeper data, it also means a consolidation of data collection tools. Brands want a platform
that can do it all from one place, which requires standardized metrics across digital channels, as well.
Simplifying Consumer Data
“Clients do not care about the size of our data; rather, they believe that
a single targeted insight or idea can change the way they do business.”
—Benjamin Spiegel, Managing Partner and VP-Innovation at Catalyst/GroupM
72%of marketers said their organization’s data is too fragmented
(Tealium, “The Path to Unified Marketing”)
Companies are working to consolidate for their customers:
- Oracle acquired Datalogix and BlueKai
- Salesforce acquired Rival IQ
Using Complex Data to Simplify 41

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