CMSWire published "Why Some Marketers Are Leery of Analytics" on December 2, 2020 quoting Seth Earley:
“Lack of the digital machinery that enables feedback between the customer’s digital body language and the user experience means that insights are acted upon through ‘acts of heroics,’ which do not scale,” Earley said. “Feedback loops need to leverage information from a customer data platform (CDP) that consolidates, integrates and normalizes data from each touchpoint (click throughs, purchases, social media engagement, responses to digital campaigns, etc.). This requires that content models, customer attribute models, knowledge and decision-making frameworks (knowledge architecture), content models and product information models be aligned and orchestrated along the customer journey.”