Abstracting Data Collection and Integration

One common mistake companies make in managing and utilizing their customer data is the failure to abstract data collection and integration. When data is used by different end users in various tools like analytics platforms, business intelligence tools, customer success systems, and more, the challenge arises when trying to combine and make sense of data from these different sources. The lack of a unified, abstracted layer for data collection and integration leads to difficulties in reporting, discrepancies in metrics, and challenges in answering simple questions about customer data. To address this, companies should focus on building data infrastructure that captures user actions in a single tool or layer, ensuring consistency and accuracy across all data sources.