Why Data Siloes Should Be Marketing’s Public Enemy #1 - a podcast by GfK

Sometimes, there is an otherworldly disconnect when marketers talk about data. In a recent GfK/CMO Council study, 80% of global marketing leaders asserted that data, analytics, and insights are very important to winning and retaining customers – yet only 12% reported being “extremely confident” in their own data systems. What is the ghostly force that is keeping whip-smart CMOs and insights pros from fulfilling their data potential?

GfK’s study found that data access and management – and the persistence of age-old data siloes – are major impediments to efficient marketing today. At times, no one can remember who created these “zombie” siloes or why they still exist; but they continue to interfere with proficient marketing, leading to hodge-podge dashboards and tortured integration schemes.

In this episode, we'll reveal what companies can and should do to truly connect their data and drive marketing efficiency. We will look at examples of challenges, tradeoffs, and lessons marketing leaders can take when it comes to: 

• connecting research to activation to lift measurement


• integrating survey and behavioral data deterministically


• addressing data quality in various data sets


• finding the right insights to feed effective AI analytics

Throughout, we will share best practices and inspiring examples to help brands connect data and make high-velocity decision making an everyday reality.

Further episodes of Thinking Ahead: Your Leading-Edge Insights Podcast

Further podcasts by GfK

Website of GfK