Data integration – learnings from 10 year’s experience
The changing requirements of both clients-side and agency researchers are reflective of wider technical, economic and cultural trends impacting on the way businesses are organised. In particular, it has been argued that researchers need to develop a range of new skills in order be more effective in the future. In addition, numerous and more sophisticated sources of data are being made available to business decision makers, including, CRM, revenue and other databases. This paper will demonstrate the conceptual and pragmatic thinking skills required by researchers to draw strategic conclusions from a series of research projects and other data sources.