{"id":66439,"date":"2026-08-05T21:00:00","date_gmt":"2026-08-05T14:00:00","guid":{"rendered":"https:\/\/thaipropertynews.com\/feeds\/?p=66439"},"modified":"2026-08-05T21:00:00","modified_gmt":"2026-08-05T14:00:00","slug":"cision-report-warns-brands-are-falling-into-costly-data-fragmentation-trap","status":"publish","type":"post","link":"https:\/\/thaipropertynews.com\/feeds\/?p=66439","title":{"rendered":"Cision Report Warns Brands Are Falling Into Costly ‘Data Fragmentation Trap’"},"content":{"rendered":"\n\n\n
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New analysis shows how disconnected search, social, and AI signals create blind spots, delay decisions, and escalate risks<\/i><\/p>\n

CHICAGO<\/span>, Aug. 5, 2026<\/span> \/PRNewswire\/ — Cision, a global leader in consumer and media intelligence, today released\u00a0The Data Fragmentation Trap: Why More Data Isn’t Helping Brands See Clearly<\/b>, a new report examining why brands struggle to turn high volumes of data into meaningful business intelligence.\u00a0<\/p>\n

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As AI transforms how information is created, discovered, and consumed, organizations are gathering more signals than ever, from search engines and social media to news coverage and AI-generated answers. Yet, many organizations fall into a data fragmentation “trap,” still relying on an old, channel-by-channel model based on gathering signals separately. This approach can be costly for organizations. It creates critical blind spots, slows decision making, and limits their ability to understand and influence brand perception.\u00a0<\/p>\n

These elements add up to what the report calls a “fragmentation tax” for brands:\u00a0The\u00a0steep\u00a0hidden costs brands pay when search, social, media,\u00a0and AI signals are interpreted in isolation rather than as interconnected parts of the same narrative.\u00a0<\/p>\n

It’s\u00a0not the\u00a0data,\u00a0it’s\u00a0how you connect it<\/b>\u00a0<\/p>\n

Brandwatch’s Marketer of 2026\u00a0<\/i>research found that 40% of marketing professionals\u00a0identified\u00a0“integrating data from multiple sources”\u00a0as their biggest challenge. The new report explains why more dashboards, data sources,\u00a0or AI tools will not solve the problem unless the underlying signals are connected.\u00a0\u00a0<\/p>\n

“Brands don’t have a data problem; they have a connection problem,” said Jim Daxner, Chief Product Officer at Cision. “Media, social,\u00a0traditional\u00a0search, and AI\u00a0search\u00a0are shaping\u00a0perception\u00a0at the same time, but most organizations still see those signals separately. That leaves teams reacting after the narrative has already moved.”\u00a0<\/p>\n

The report\u00a0identifies\u00a0three immediate consequences of fragmented intelligence:\u00a0<\/p>\n