South Africa, May 21 -- Most marketing professionals understand the theoretical benefits of integrated marketing approaches. But in a data-driven world, the practical implementation still remains frustratingly elusive. The result is departments operating like isolated fiefdoms, each protecting their budgets and pursuing narrow, department-specific KPIs.

The root of this problem isn't individual competitiveness, but a systemic approach that rewards siloed performance rather than holistic business impact.

Marketing intelligence has emerged as one of the critical tools when it comes to dismantling these barriers. By leveraging data-driven insights, marketing leaders can transform fragmented efforts into a unified, strategic approach.

The ...