{"id":3962,"date":"2026-06-01T08:28:34","date_gmt":"2026-06-01T12:28:34","guid":{"rendered":"https:\/\/imagino.com\/us\/?post_type=resources&#038;p=3962"},"modified":"2026-06-01T08:28:36","modified_gmt":"2026-06-01T12:28:36","slug":"data-fragmentation","status":"publish","type":"resources","link":"https:\/\/imagino.com\/us\/resource\/data-fragmentation\/","title":{"rendered":"Data fragmentation in marketing insights from eTail Palm Springs"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6a65ff8a00576\" class=\"hero-legal-section u-gradient--purple-blue--dark u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>What eTail revealed about data fragmentation in marketing<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Article by Alison Miller, Enterprise Sales                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a65ff8a03744\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p><span style=\"font-weight: 400\">I was already looking forward to the event. The fact that I\u2019d be leaving a blizzard in Boston, and that <a href=\"https:\/\/etailwest.wbresearch.com\/\">eTail 2026<\/a> was being held in Palm Springs was something of a bonus!<\/span><\/p>\n<p><span style=\"font-weight: 400\">Ahead of the event I\u2019d been reading some thoughts from <a href=\"https:\/\/www.linkedin.com\/in\/sjbrinker\/\">Scott Brinker<\/a>, known to some as the \u2018Godfather of MarTech\u2019, in which he believes we\u2019ve entered the 3rd age of marketing technology. <\/span><b>In short, he believes that this era is defined by the unification of data, where the architecture is composable, rather than aligned to rigid technology stacks.<\/b><\/p>\n<p><span style=\"font-weight: 400\">Given this thinking aligns well to our approach at imagino, I was interested to hear whether the retailers attending eTail Palm Springs agreed with Brinker\u2019s theory.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Fragmentation is certainly the issue, so is unification the answer?<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">One clear message, as my colleagues attending other recent events have heard, is that <\/span><b>data fragmentation remains a huge issue for marketing teams<\/b><span style=\"font-weight: 400\">. An inability to quickly execute on relatively simple tasks &#8211; <\/span><a href=\"https:\/\/imagino.com\/us\/resource\/customer-segmentation-marketing-from-raw-data-to-activation-the-secrets-of-an-effective-customer-journey\/\"><span style=\"font-weight: 400\">building audience segments, creating campaigns<\/span><\/a><span style=\"font-weight: 400\"> &#8211; is inhibiting agility in marketing.<\/span><\/p>\n<p><b>One contact talked to me about \u201cdecision latency\u201d.<\/b><span style=\"font-weight: 400\"> Good ideas have a half-life, and it can be just a few days, sometimes maybe hours. The longer it takes to access the data and build the customer segment, the less impactful the idea. Sometimes the delay means genuinely responsive campaigns, taking into account social, cultural, and environmental trends, just aren\u2019t an option.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Throwing more tools at the problem isn\u2019t working<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">The problem is well-recognised and understood. The path to solving it is less clear. Some have tried to counter the issue by adding more tools to their tech stack. But it\u2019s often the case that the issue lies not in technology, but in the organisational structure, which can often create natural data siloes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">On the surface,<\/span><b> unification of data sounds like a logical response to the issue of data fragmentation.<\/b><span style=\"font-weight: 400\"> But the goal of bringing data together into a Customer Data Platform (CDP) is starting to look outdated.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The imagino approach &#8211; <\/span><b>managing and activating data where it already exists<\/b><span style=\"font-weight: 400\"> &#8211; is a different way to frame the unification of data, activating the relevant data at the point at which it supports the compelling use case. This isn\u2019t attempting to bring all of the data together into the same place, it\u2019s about bringing the right data together at the right moment.<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a65ff8a03f61\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2><strong>A tipping point for change<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">When introducing imagino to prospective clients, the lightbulb moment often comes when they see our solution working within an existing tech stack. It\u2019s no exaggeration to say that this can come as a huge relief to someone who\u2019s invested so much (often emotionally as well as financially) in their existing tech infrastructure. <\/span><b>Seeing imagino working within this, as an accelerator to value and impact, is compelling.<\/b><\/p>\n<p><b>AI, which was inevitably part of every conversation I had at the event, is another path to increased agility.<\/b><span style=\"font-weight: 400\"> Though there\u2019s some fatigue around the subject, AI\u2019s potential to give more direct control to marketers in managing, manipulating, and activating customer data is obvious.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Clarity over the entire customer relationship<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">These factors align to one ambition, common among everyone I talked to: the ability to see a full and <\/span><a href=\"https:\/\/imagino.com\/us\/resource\/customer-journey-orchestration-the-secret-to-engaging-at-the-right-time\/\"><span style=\"font-weight: 400\">comprehensive picture of every aspect of the customer relationship<\/span><\/a><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">A <\/span><a href=\"https:\/\/imagino.com\/us\/resource\/scr-360-view-the-winning-combo-for-marketing-that-hits-the-nail-on-the-head\/\"><span style=\"font-weight: 400\">single view of the customer<\/span><\/a><span style=\"font-weight: 400\"> sounds like the goal. But if that single view only relates to their online activity, it\u2019s too narrow. Knowing that a customer spends twice as much when they visit a store as they do when they visit the website is more valuable, but <\/span><b>can only be seen if both sets of data are accessible by the <\/b><a href=\"https:\/\/imagino.com\/us\/our-solutions\/customer-engagement-platform\/\"><b>Customer Engagement Platform (CEP)<\/b><\/a><b>.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\">Whether we\u2019ve entered the 3rd age of martech or not is probably for others to debate. But my experience of eTail Palm Springs is that there\u2019s an appetite for a new approach. If it\u2019s one that, initially at least, can leverage investments already made, then the future starts to look much sunnier.<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-6a65ff8a0525f\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--blue-blue--dark gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/us\/wp-content\/uploads\/sites\/8\/2026\/06\/Retail-Customer-Data-_-why-retailers-struggle-to-use-it-effectively-300x169.png\" alt=\"retail customer data challenges\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-blue\">Blog Article<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">ENG<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">Retail Customer Data : why retailers struggle to use it effectively<\/h2>\n                                                    <div class=\"description\"><p><span class=\"components-truncate components-text css-v2lh42 e19lxcc00\" data-wp-c16t=\"true\" data-wp-component=\"Text\">What Shoptalk Spring 2026 revealed about retail customer data challenges, legacy systems and new ways to activate data faster.<\/span><\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/us\/resource\/retail-customer-data-why-retailers-struggle-to-use-it-effectively\/\" target=\"\" class=\"btn--small btn btn--gradient-green\">Retail Customer Data : why retailers struggle to use it effectively<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>Data fragmentation in marketing limits agility and slows execution. Insights from eTail on silos, customer engagement strategies and new approaches.<\/p>\n","protected":false},"featured_media":3964,"template":"","meta":{"_acf_changed":false},"resources_category":[92,88],"resources_sector":[],"class_list":["post-3962","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-blog-content","resources_category-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Data fragmentation in marketing insights from eTail Palm Springs - imagino United States<\/title>\n<meta name=\"description\" content=\"Data fragmentation in marketing limits agility and slows execution. 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