Business Challenge As a primarily B2B enterprise, this media and adver?sing company does business with global companies that u?lize its broadcast media adver?sing proper?es such as digital billboards and kiosks, as well as broadcast and digital streaming radio channels. Unfortunately, informa?on on their customers was dispersed across a number of disparate systems throughout the company, some being used for Customer Rela?onship Management (CRM), some being used for invoicing and order fulfillment, some being used for management of reference data. According to the company’s director of data analysis, people were building one-off, point-to-point solu?ons in order to gain access to these systems. As a result, the company had very atomized data without a lot of insight into commonal

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