DETAILED FINDINGS: 03 | Data Integration and Management The top challenge cited with data integration and management is the Extent to Which Marketers’ Cross-Channel Data ability to connect and unify data from multiple sources. Integration Is Automated Fully manual Fully automated Ranking of Marketers' Data Integration & 5% 5% Management Challenges More manual More automated 1 Ability to connect and unify data from multiple sources than automated than manual 42% 30% 2 Data accessibility 3 Time spent on data cleansing/data prep 4 Creating consistent KPIs and taxonomy across data sources 5 Employee resources and skill set An even mix of the two Total Ranking Based on Top 3 Choices For Respondents 19% In order to better understand the challenges associated with Only about one-third are more automated than manual, with a mere data integration and management, it’s critical to understand how 5% fully automated. Marketers using automated methods have the marketers are approaching these processes. With so many platforms, advantage of being able to dedicate more resources to activities that how do marketers integrate their cross-channel data? For the majority, directly drive growth. manual techniques are still used. salesforce.com 14