Big data may sound like a no-brainer at this point. Despite its massive potential, most companies haven’t even scratched the surface of what’s possible with a data management platform and data activation. That’s because their customer data is chained down. It’s stuck inside all of these different marketing applications, and it’s also stuck in enterprise systems that aren’t in the cloud and not real time. In fact, according to Forrester, 82% of marketers have no synchronized view of customer interactions.