In a new whitepaper, Incubeta looks at why data unification is critical, how it serves as the linchpin for measurability as well as AI success, and what steps organisations can take to set themselves up for sustainable business growth in a data-driven future.
Most 2025 prediction pieces will be focusing, at least in part, on how measurement strategies, predictive analytics, and AI-driven decision making can boost a digital marketing strategy geared for growth. And they are not wrong. But what many will gloss over, is the role that data plays in building a profit-driven strategy. More particularly, why data fragmentation remains one of the biggest stumbling blocks to innovation and future organisational success.
‘Data fragmentation is a significant barrier to innovation. Without an organised and unified data strategy, even the most advanced algorithms will fall short of delivering their full potential. Integrating disconnected data into a single, cohesive source is not just a technical step; it’s a strategic imperative. It enables businesses to break down silos, improve data quality, and provide a 360-degree view of the customer’s environment,’ says Jesica Jacobs, Chief Customer Officer at Incubeta.
Reliable Measurement Needs Good Data
The reintroduction of cookies has led to a growing concern about measurement accuracy. Many organisations are struggling to find the balance between personalisation and privacy and how to identify which solutions deliver tangible value for their brand, without compromising consumer expectations or preferences.
By identifying true channel performance and accurate attribution, brands can establish a clear oversight of their efforts. What’s more, attribution allows businesses to link their data back to direct revenue, helping leaders answer vital business questions, such as where they should invest to drive growth, and where they could cut spending with minimal consequences.
However, the reinstatement of third-party cookies isn’t a free pass to avoid privacy centricity. It should rather be viewed as a time extension, and any measurement strategy must include the investment in a first-party data strategy.
Data Amplifies AI Returns
With 23% of CMOs naming AI as a hindrance, getting to the bottom of what AI can really accomplish will be a priority in 2025.
One example of pragmatic AI usage is dynamic creative optimisation (DCO). Delivering high quality creative at scale can be achieved with the smart use of AI.
With access to the right data, AI can also be used to provide clarity, showing teams where to place budget, and automatically switching focus to ensure incrementality. Using data-driven marketing allows businesses to deliver up to 8X more ROI on their marketing spend. But layering AI on top can optimise this ad performance even further.
Operational gains (and concomitant profitability) can also be gained from AI tools like Gemini, and companies can use these to streamline architecture documentation and code refinements among many other efficiency gains, saving time and money.
Data-Driven Efforts Only Work If You Can Access The Information
Every marketing leader can attest to the frustration of knowing that the company has data that could deliver valuable insights, but not being able to access it from the many disparate systems across the organisation.
Data fragmentation makes it almost impossible to consolidate and analyse performance effectively. Creating a single source of truth must be a priority for marketing leaders in 2025 as brands look to leverage the full capability of their tech investments. What’s more, the opportunities to leverage real-time data to make agile changes makes the need for a unified data strategy all the more urgent.
Putting data front and centre is the best way to deliver on profitability goals, and ‘…the businesses that prioritise data unification today, are the ones that will lead tomorrow. They will be the innovators in measurement, the leaders in predictive capabilities, and the pioneers of new marketing models driven by AI,’ Jacobs said.
INCUBETA
www.incubeta.com
