The Importance of Data Fluidity

By Emma Warrillow

Published on 29 Aug, 2022

Data is the lifeblood of organizational success in 2023.

Like veins and arteries sending blood around your body, the ability to send clean data across the organization to the people who need it, when they need it, is critical for an organization to function. Blockages in the flow of data can be fatal to the sales and marketing success – or, at very least, cause critical, and perhaps irreparable, harm. Read below to learn the data fluidity definition, how to improve your overall fluidity of data, and more.

What Is Data Fluidity?

Data fluidity allows data to be accessible from any point of exposure, in multiple forms. It is an approach to data that focuses on making accurate data accessible where and when it is needed (through the appropriate technology and processes), making it truly actionable. Data fluidity enables companies to provide customers with a frictionless experience and equips the organization with deep customer insight; it makes customer centric thinking and action possible. Below, we’ve included a scenario where data fluidity improves the customer experience and highlights its usability in an organization.

Written By Emma Warrillow

SVP, Research & Data Insights at Shift Paradigm, Emma has over 25 years experience helping organizations with the strategic use of customer data to drive business results. Her work has spanned a variety of industries in B2C and B2B, including those who market to intermediaries (like brokers).
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