The average brand today manages upwards of five social media accounts, four internal customer systems, multiple transaction platforms for ecommerce, point-of-sale and mobile app purchases and a marketing technology stack that is only growing in complexity. On top of this, businesses have a wealth of customer feedback in the form of product reviews, customer surveys and social posts. The output from this massive technology infrastructure is a tsunami of data that can be convoluted if it isn’t reigned in and managed effectively.
