Unifying customer data across channels and across the organization is no small feat. But to truly put your data to work, you need to focus on the areas where you can gain customer insights and apply them to improve marketing efficiency.

Among the many data tools and applications available in the market, we’re starting to see marketers prioritizing the following four areas:

Identity resolution
Multi-touch attribution
Predictive analytics
Data enrichment

Each offers marketers a new way to enhance and utilize their customer data to deliver better customer experience, and achieve higher ROI on their marketing spend.

For a holistic introduction to these four strategic areas, check out our series of Data-Driven Marketer’s Guides.