In the Beginning...

We all saw the opportunity that data possessed for making better business decisions, but often the data was siloed throughout a company.

The inevitable path was total data consolidation.

Putting all of a company’s data into one place would provide “total access” for faster and more informed decision making.

But there was a large divide between the promise and reality.

During the consolidation process, several problems came to light. It was expensive, difficult and the intermingling of 1st and 3rd party data began to raise consumer privacy concerns.

As time went by, another seismic shift occurred.

A handful of big players began to rise to the top and create a series of “walled gardens” of data.

Where data was once portable and accessible to all,

it was now controlled by these companies who wouldn’t allow marketers to combine data sets procured from these “walled gardens.”

The concept of centralizing all your data in one place, was now seen as an incomplete and inefficient solution for any serious form of analytics.

So we created a concept of analytic utility.

As opposed to blindly centralizing data, we set up a series of rules and data connections that allowed us to repeatedly analyze data across these “walled gardens.”

Now we spend our time creating insights,

not pouring through large quantities of useless data.

If you’re being told that you need to blindly consolidate your data, then ask why.

If you don’t like the answer, then we’d love the chance to talk and tell you what we think.

In the Beginning...

We all saw the opportunity that data possessed for making better business decisions, but often the data was siloed throughout a company.

The inevitable path was total data consolidation.

Putting all of a company’s data into one place would provide “total access” for faster and more informed decision making.

But there was a large divide between the promise and reality.

During the consolidation process, several problems came to light. It was expensive, difficult and the intermingling of 1st and 3rd party data began to raise consumer privacy concerns.

As time went by, another seismic shift occurred.

A handful of big players began to rise to the top and create a series of “walled gardens” of data.

Where data was once portable and accessible to all,

it was now controlled by these companies who wouldn’t allow marketers to combine data sets procured from these “walled gardens.”

The concept of centralizing all your data in one place, was now seen as an incomplete and inefficient solution for any serious form of analytics.

So we created a concept of analytic utility.

As opposed to blindly centralizing data, we set up a series of rules and data connections that allowed us to repeatedly analyze data across these “walled gardens.”

Now we spend our time creating insights,

not pouring through large quantities of useless data.

If you’re being told that you need to blindly consolidate your data, then ask why.

If you don’t like the answer, then we’d love the chance to talk and tell you what we think.