Marketers today have an abundance of data.  By the end of 2025, the global volume of data is projected to rise to 181 zettabytes. To put it in perspective, a zettabyte equals 1 sextillion bytes (1,000,000,000,000,000,000,000 bytes), or the equivalent of storing 250 billion DVDs. Mind blowing, right?  But having more data doesn’t necessarily mean more clarity.   First‑party data often sits in one system like...Read More