"Data is the new oil" - that's right. But how do you fill up with oil to become "data-driven"? To fuel a content or marketing engine in a department? The answer: preferably not at all. Because raw data causes engine damage. Only heavy trucks or big ships can tolerate crude oil. Everyone else needs gasoline. Gasoline is oil that has been refined. This is exactly what we do - as a service - with data: we standardize across all silos and make it analyzable by topic and campaign with the help of artificial intelligence. This picture shows how data can drive an engine in marketing and communication.
