Disparate Data – A Digital Chaos for Marketers

Disparate Data - A Digital Chaos for Marketers

Let us imagine a situation – Your CMO/Management asks for consolidated information of all your digital initiatives – seo, social media, email campaign etc. – where the turmoil starts within the digital marketing team. Every team member starts screening each & every folder in his or her system faster than any digital scanner you can ever imagine; biting nails, praying to god that somehow, somewhere he should have that consolidated excel sheet.

If one of team members finds it, he becomes the show-stopper and you can easily identify him with his stretched chest striving to beat Salman Khan’s and his boastful talks of his organizational skills. What happens to rest of the team members, they might come to rest in peace but trying to avoid every possible reason to face the manager’s denouncing look.

Nobody wants to end up in rest of the team members. But, the point is how? Few things that could come to your mind – One, get rid of your reporting manager. Second, manager should inform one day prior so that you can take leave on that day. Third, maintaining updated excel sheet should be manager’s KRA which he can’t assign to anyone and few more. I must say stop weaving dreams that can’t be fulfilled.

Now, let us talk something obvious and feasible way out. There must be a centralized reporting system aligned with digital marketing to store the marketing information like a cafeteria that if you have appetite of information, you would know where to go. Moreover, if one team member updates the information, others, too, can have access to the updated information without any time lag.

Learn about centralization tools available to synchronize disparate digital data for marketers in my next blog “How to Capitalize on Digital Data – Tools & Technologies”