We live in a data-oriented world. Consider this: our route to work, our digital actions on websites, the type of content we like and share on social media, and more are daily things we do that create data points without even thinking. Smart marketers are using relevant business data points within their internal systems to create digital profiles for their customer base and prospects. The issue many companies face is the lack of consistency between systems and data points. The idea of one complete profile is obviously very appealing, but how to get there is an area many companies have not yet solved.