Data Integration: Driven by standards or blocked by technology?
According to recent research carried out by DataIQ in association with Tealium, around two-thirds of organisations (63.6%) are pursuing customer data integration as part of their digital transformation. Yet only one in ten (10.2%) have achieved this nirvana.
Among the obstacles is creating a data architecture that works across legacy systems, new digital solutions and third-party data providers. As data management increasingly moves into the cloud and tech stacks become more vertically integrated by vendors, tension is growing between the flexibility required for digital-first processes and the lock-in that can be a consequence of proprietary vendor data models.
This Roundtable will question whether vendors are supporting a more open architecture or are defaulting to models that keep data locked in their own stores.