DETAILED FINDINGS: 03 | Data Integration and Management Data Integration and Management With the influx of data stemming from cross-channel marketing, Marketers’ Assessment of Their Current Data Integration marketers face the challenge of gaining a holistic understanding & Management State of it all. Their efforts focus largely around data integration and management — combining accurate, accessible, reliable, and timely Not applicable data to create a single, unified system of record. Poor 1% 13% Excellent Most marketers are optimistic about their organization's state of data 33% integration and management, with 54% describing their current state as “good.” However, only one-third consider their capabilities “excellent.” There is still work to be done around data integration and management. Good We aren’t there yet. We’re not 100% efficient. But 54% every time we accomplish a step, things are easier. We have more bandwidth. Things become better “ and more clear. — Director, Marketing + Strategy, Media + Entertainment salesforce.com 13