"A single source of the truth makes our marketing faster and much more focused. Our experience is much better now that we have more well-rounded insights, informed by any piece of data – whether internal or external – that we want. For example, we can easily create market toplines
and can make direct comparisons week by week and if we spot something highly unusual in our topline, we can then drill down into the channels by market or campaign in a couple of seconds to discover why our KPIs are off. In the past, you’d have to open up all your various different tools that you were using, in silos, to try and identify your problem."