The number of marketing tools an average business uses has grown rapidly. Besides one or two analytics platforms there’re a few ads platforms, CRM, CMS, several social media platforms, an email system and probably a few more tools and platforms.
All of those tools are supposed to make our work as marketers, business owners or data analysts easier and more effective. In reality, though, you will end up with a bunch of silos – systems that don’t really communicate well with each other and almost never agree on any of the important metrics.
Data silos create confusion and disagreement between teams, leading to a situation where, at the end of the day, no-one knows which tool or numbers to trust.