Data is often hailed as the new oil but for SMEs, it’s more like an untapped well.
In this TechNode Global feature, our CEO, Jan Wong has outlined how businesses can bridge the gap between desire and execution when it comes to marketing data. From integrating fragmented data sources to building a culture of insights, we lay out practical steps for SMEs to evolve from guesswork to growth and prove that data doesn’t have to be intimidating.
Here are the key takeaways:
MarTech Misalignment
Many businesses adopt tools without aligning them to clear objectives. Instead of chasing trends, we recommend auditing your current marketing funnel, identifying data blind spots, and then selecting the right MarTech stack that complements your workflows.
Fragmented Tech Systems
SMEs and even MNCs often run on multiple disconnected platforms, leading to inconsistent data and poor analytics. The solution? Build a centralised data ecosystem supported by robust data integration and automation.
Lack of Data Fluency
The tools exist, but the people operating them often lack data literacy. OpenMinds advocates investing in upskilling internal teams to interpret dashboards, translate insights into action, and create feedback loops between marketing, tech, and sales.
Bridging Strategy with Tech Development
Having clean data is not enough, translating it into scalable tech development is key. The article explores how businesses can build custom dashboards, leverage real-time analytics, and develop predictive models that drive decision-making across departments.
🧷 Read the full article here: https://technode.global/2025/06/13/only-21-of-marketers-fully-utilize-marketing-data-and-analytics-how-can-smes-bridge-the-gap-between-desire-and-actual-use/
