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Marketers are swimming in customer data and quickly sprawling technology stacks that promise to help them manage and make sense of it. With nearly 7,000 mar-tech vendors, marketers are overwhelmed with options, investing in many solutions to solve for different needs. As a result, they’re working with siloed, inconsistent data, which makes it nearly impossible to pinpoint a single customer across the numerous channels through which they interact with brands. At the same time, marketers are tasked with leveraging data to meet changing consumer expectations across multiple digital touch points.