Data integration is a business performance driver in marketing, enabling more precise targeting, better decision-making, and better campaign optimization. Getting everything in one place, with a reliable system and approach to data collection, helps marketing companies and agencies get out of the uncertainty of digital data siloes. Integrated data powers streamlined reporting, benchmarking, advanced analysis, and AI enablement that drive the business forward.

Enabling this future, however, requires building a more connected data infrastructure. In this presentation, Mostly Human (media transformation agency) and CoStrategix (strategic data and AI services company) presented a case study on building a performance-focused big data ecosystem at the UC Data & Analytics Summit. By structuring the “unstructured” data from years of marketing activations, they are building a foundation for automation, algorithmic planning, and AI-based analysis that will take performance analytics to a whole new level.