We recently had the opportunity to sit down with Stan Sthanunathan to unpack one of the biggest challenges facing the consumer insights industry: the overwhelming volume and fragmented nature of data and how this blocks our path to meaningful insights.
As Stan puts it, “we’re not lacking data – we’re drowning in it.”
Today’s organisations have access to more data than ever before, fuelled by democratized access and an explosion of new sources. The instinctive response? Build a unified data lake in the hope of mining it for insights. However, as Stan points out, this ideal can quickly become a trap. What’s intended as a pristine data lake often turns into a data swamp that is difficult to navigate and harder to draw insight from.
The case for intentional integration
Instead of chasing exhaustive unification, Stan champions a more pragmatic approach: intentional integration. It’s not about collecting everything, it’s about connecting what matters. Here’s how to do it:
✅ Define the business problem
✅ Identify the data that matters
✅ Break the right silos to unlock meaningful data
Watch the video below to find out more.