Data Is Only Valuable if You Have Time to Make Use of It

 

Virtually every business today talks about being ‘data-driven’. But for most, realizing that goal is still a considerable challenge.

In some cases, this is because data is difficult to generate or access. As we’ve discussed previously, data silos and complex attribution challenges can create structural challenges for marketing departments and business intelligence teams.

However, there is another significant problem we see in organizations working across Asia: they simply don’t have the time to make use of their data. And ironically, that’s because all of their time is taken up trying to make it usable.

Data needs to be cleaned, but it also needs to be used

Of course, there are very good reasons for this. Data is not inherently valuable: it needs to be high quality, accurate data – otherwise it can actively harm your organization’s decision making. And that means collecting, cleaning and organizing data is an essential part of building a reliable and trustworthy data pipeline. 

The collective effort this requires though is immense. And because few brands have put together the infrastructure to make these processes efficient, they end up taking far more time than they need – as much as 80% of their time, according to some estimates.[1]

This can lead to a very agitated and uninspired workforce: team members’ skills are being radically underutilized, and many feel they have been misled about the nature of the work they would be doing. They took the job expecting to be a marketer or business intelligence analyst, but actually spend most of their workday acting as a proxy data engineer.

Ultimately, these brands’ data pipelines become clogged and complex, creating undue difficulty for anyone wanting to actually action the data they are constantly working on. And if you factor in both the cost of workers and the opportunity cost of not making proper use of data, the overall price brands pay for this problem can be incredibly steep.

The problem is amplified in Asia

Businesses operating all of the world have problems balancing the so-called ‘janitorial’ aspects of data with actually actioning it. But organizations operating in Asia have an acutely difficult time with it, as accessing their data is already more inherently difficult and complex.

The nature of Asian eCommerce is such that data sources are often walled off from one another; businesses have to build numerous bespoke connectors to have full access to their data – and even then they often still cannot collate data sources in the ways they would like.

The solution is automation

The best way to resolve these issues is simple: remove as many manual processes as possible. Using an out-of-the-box automated integration solution will immediately lighten the load on your team, so that they don’t have to keep building custom connectors or trying to clean data manually.

For many teams, this will not only save time and money – it will reduce complexity by centralizing your data and removing data silos. By making it possible to access and unify data in Asian markets, teams will be able to use and interact with data in ways they simply can’t when there are so many manual processes involved.

Ultimately, this will enable organizations to align their talent, process and tools – making the most out of all of them.

How INTEGRAT3 can help

At INTEGRAT3, we exist to make data easy for marketers in Asia. Our simple, all-in-one data integration solution enables brands to harness the full potential of their data, without the complications or costs created by manual processes.

By freeing up your team to focus on how they use your data – not whether it is streamlined, reliable or accessible – we ensure you get the best possible results from your marketing spend.

[1] https://hbr.org/2018/08/what-data-scientists-really-do-according-to-35-data-scientists

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