When it starts to snow, you take notice. After all, each falling flake looks special at the start of a snowstorm. But then what happens? The flakes clump together. They no longer stand out. If it’s really coming down, snow piles build up and blot out the roadways.
Same thing happens with data: what was visible and measurable in small quantities is quickly lost at scale. Marketers know how hard it is to track granular information for prospects and users through ever-increasing heaps of data. Looking at the right slice of data is like finding one flake in a fresh snowstorm. Our customers, touchpoints, and data sets are composed of unique and individual interactions, and they’re nearly impossible to track once they’re lumped in with the rest.
Author: Brandon Gains