Marketers often underutilize rich sources of data, such as internal, second-party, third-party and aggregated, or public-domain, data, writes AgilOne CEO Omer Artun. Form an idea of Utopia -- knowing exactly "what, when, and where customers will buy" -- and consider how the different sources of data can help attain that certainty, he writes. Machine-learning techniques can help marketers make sense of incomplete or jumbled data, Artun suggests.

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