Scope:  i4C Consulting successfully completed the advanced development of a National Database  estimation model, moving it from a prototype phase to full operational capacity. Objective: Our consultant's objective was to enhance the model's depth and breadth,...

In today’s hyperconnected world, the potential of data-driven decision making is more significant than ever. Yet, many marketing departments grapple with understanding and leveraging the data at their disposal. The disconnect often stems from disparate data sources, particularly between analytics and media, and the various silos that exist within organizations. Here’s a closer look at these challenges and some ways to address them.