My move from non-tech to tech-first taught me that many things surrounding data are isolated from business needs and outcomes, even though you don’t want this to happen. When teams operate in silos and data works in isolation, so does experimentation. This inevitably leads to random acts of marketing and chaotic reporting (Mercer Quote). 

Rather than siloing teams, data should unify them—even if they have totally different KPIs. For instance, marketing teams look at lead generation, engagement and visibility, while product teams focus on retention and acquisition. In short, if everyone has a separate way of tracking and collecting data, this also means that everyone is looking at different things. Let's talk about how we can solve that.