This guide shares five best practices for unifying marketing data. First, develop a comprehensive data strategy covering objectives, technology, operations, and integration. Second, identify essential data sources and use ETL tools to ingest them efficiently. Third, unify all data in a single platform that supports structured and semi-structured data, enabling real-time access and workload isolation. Fourth, make data accessible to nontechnical users through self-service analytics while maintaining governance. Fifth, prioritize advanced analytics initiatives like personalization, lookalike modeling, and ad optimization to drive the greatest impact.

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