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