Marketers today are primed for success as customers create more data than ever before. Think about it: At a glance, you might know what your customers are buying, what content they’re engaging with, and even how they feel about your brand. Your greatest advantage is a deep understanding of your customers – and there has never been more data about what customers love and need, where they spend time, and who they are. But how confident are you that all of this data connects back to the same person? The amount of data created and shared around the world in 2024 skyrocketed to 149 zettabytes.1 This was 31 times more global internet traffic than two years before. How much is 149 zettabytes of data? Enough to make up 30 trillion HD movies (which would take millions of years to watch) and enough data to cover almost 2 million football fields. By 2028, global data is expected to double – but without a strategy to connect this invaluable, ever-growing data across marketing channels, customer insights won’t evolve.