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Marketers have long struggled with data, and it is certainly not a new challenge. In a study conducted by the CMO Council in 2007, senior marketing leaders agreed that data trapped in functional silos significantly stymied their ability to engage in more personalized and targeted communications. But as digital platforms have advanced and customer data repositories have swelled, new issues have emerged that require a new partnership between marketing and IT resources to better power customer engagement platforms while optimizing data aggregation and analytics.

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SAP, SAP:White Paper, BEST PRACTICES IN BIG DATA AND ENGAGEMENT, senior IT, it leaders, IT resources
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