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The Digital Potential of Data Intelligence

The digital age of data has dramatically transformed organizations by providing the insights that are necessary to confidently make decisions and take action. When applied, this is commonly referred to as Data Intelligence, and it comprises all types of data, from customers, purchases and consumers and from all sources including physical and digital activity aligned to a specific identity, which can then be linked to specific interactions. This digital resource can be used across business, marketing and operations, as well as across other departments, to optimize the organization’s plans and execution.

The extreme pressure on business to generate the necessary outcomes—whether from digital or physical advertising investments—has created new opportunities for performance growth. For business leaders, including the CMO, the value of data intelligence is in its ability to more directly align data and insights to processes like choosing store locations, optimizing in-person experiences within those locations to increase engagement, or addressing the business priorities of curating audiences and targeting interactions, all leading to optimal customer experiences and growth of revenue.


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About the Author


Mark Smith

CEO and Chief Research Officer
Ventana Research

Mark Smith, is the CEO and chief research officer of Ventana Research and drives the company’s global research agenda. Mark is an expert in enterprise software and business technology innovations including the business areas of customer experience, sales and marketing. Mark covers the digital technology innovation areas of artificial intelligence, business analytics, big data, bots and natural language processing, collaboration, Internet of Things, mobile technology and wearable computing.