Modern marketers deal with large volumes of data acquired through a number of different third-party sources and a stack of internal applications. This presents an unprecedented challenge, in terms of both the volume and velocity of data.
Data streams into marketing departments in different formats, with varying quality, and at a scale beyond what's manageable via manual means. To process this avalanche of data and turn it into usable insights and actions, you need the ability to automate the analysis, cleaning, enrichment, and unification of data in order to scale.
This guide outlines the major capabilities marketing and sales professionals need in a data automation solution. The guide will:
Summarize the "must-have" capabilities to look for;
Explore the key business processes you'll want to automate; and
Provide an easy-to-reference checklist to help you evaluate solutions.