Business struggle to gain a holistic customer view for two reasons; first, integrating data from silos is difficult, second, the skills to identify actionable insights from multichannel data are in short supply.

Data is no longer the domain of a few. Everyone in your organization should be thinking about it. And more importantly, acting upon it. This means taking data insights out of the realm of data scientists and making them a natural part of everyone’s workflow — from the marketing department to the executive team.

To seize and capitalize on the data you already have, it’s important for analysts and marketers to rethink data—shifting from a reporting mindset to an action mindset

74% of organizations want to be data driven, yet only 29% say they’re good at connecting analytics to action.