In today's hyper-competitive marketplace, data management analytics has become the backbone of successful marketing strategies. Yet despite having access to more customer data than ever before, many marketing teams struggle to transform raw information into actionable insights that drive real business results.

The modern marketer faces an unprecedented challenge: how to effectively collect, organize, and analyze vast amounts of customer data while maintaining accuracy, compliance, and strategic focus. From data quality issues to privacy regulations, the obstacles can seem overwhelming. However, understanding these challenges is the first step toward building a robust analytics framework that delivers measurable ROI.

This comprehensive guide explores the ten most critical data management challenges facing marketers today, along with proven strategies to overcome them. Whether you're dealing with siloed data sources, struggling with analytics adoption, or trying to demonstrate marketing attribution, you'll discover practical solutions that leading brands use to turn data chaos into competitive advantage.

Understanding the Current Data Management Landscape for Marketing

The Evolution of Marketing Data Complexity

Marketing data has evolved far beyond simple demographic information and campaign metrics. According to recent industry reports, 76% of organizations now prioritize data-driven decision-making as the core objective of their data programs, yet the complexity of managing multiple data streams continues to challenge even the most sophisticated marketing teams.

Today's marketers must juggle data from numerous touchpoints: social media platforms, email marketing systems, web analytics tools, CRM databases, advertising platforms, and offline interactions. Each source generates data in different formats, at different frequencies, and with varying levels of quality. This creates a complex ecosystem where marketing data integration becomes both crucial and challenging.

The shift toward real-time personalization has further complicated the landscape. Customers now expect relevant, timely experiences across all channels, requiring marketers to process and act on data within minutes rather than days. This demand for speed, combined with increasing data volumes, has exposed significant gaps in traditional data management approaches.

Customer data platforms (CDPs) have emerged as a potential solution, but implementation often reveals deeper organizational issues around data governance, analytics skills, and cross-functional collaboration. The result is a widening gap between data potential and actual performance.

The Impact of Privacy Regulations on Marketing Analytics

Privacy regulations like GDPR, CCPA, and emerging state-level laws have fundamentally changed how marketers can collect, store, and use customer data. Failure to meet compliance requirements can result in fines and reputational damage, making data privacy management a critical component of any analytics strategy.

These regulations don't just affect data collection—they impact every aspect of the analytics pipeline. From consent management and data retention policies to cross-border data transfers and customer rights requests, marketers must now balance analytical needs with legal requirements.

The death of third-party cookies has accelerated this challenge, forcing marketers to develop new approaches to customer tracking and attribution. First-party data strategy has become essential, but many organizations lack the infrastructure and processes to effectively capture and utilize their own customer data.

Marketing teams must now work closely with legal and IT departments to ensure compliance while maintaining analytical capabilities. This collaboration often reveals gaps in data documentation, processing transparency, and customer communication that must be addressed for both legal and business reasons.

Challenge #1: Data Quality and Accuracy Issues

The Hidden Costs of Poor Data Quality

Poor data quality is perhaps the most pervasive challenge in marketing analytics, yet its impact often goes unmeasured. Data quality issues can manifest as duplicate customer records, incomplete information, formatting inconsistencies, or outdated contact details. Each of these problems compounds over time, leading to increasingly unreliable analytics and misguided marketing decisions.

Research indicates that organizations waste significant resources on data cleansing activities, with some estimates suggesting that data scientists spend up to 80% of their time on data preparation rather than analysis. For marketing teams, this translates to delayed campaigns, missed opportunities, and reduced confidence in analytical insights.

The challenge becomes more complex when dealing with real-time marketing decisions. Poor data quality can trigger incorrect automated responses, such as sending promotional emails to churned customers or displaying irrelevant product recommendations. These mistakes not only waste marketing budget but can damage customer relationships and brand perception.

Data validation processes must be implemented at multiple points in the analytics pipeline. This includes validation at the point of data entry, during data integration, and before analysis and activation. However, many marketing teams lack the technical expertise or resources to implement comprehensive data quality monitoring.

Strategies for Improving Data Accuracy

Implementing robust data governance frameworks is essential for maintaining data quality over time. This involves establishing clear data ownership, defining quality standards, and creating processes for ongoing monitoring and improvement. Marketing teams should work with IT and data management professionals to implement automated data validation rules that catch errors before they impact analytics.

Customer data verification should occur at multiple touchpoints throughout the customer journey. Email validation, address verification, and progressive profiling techniques can help ensure that customer data remains accurate and complete over time. Marketing automation platforms can be configured to flag incomplete or suspicious data for manual review.

Regular data audits help identify systemic quality issues that may not be apparent in day-to-day operations. These audits should examine data completeness, accuracy, consistency, and timeliness across all marketing data sources. The results should inform improvements to data collection processes and integration procedures.

Training and education play a crucial role in maintaining data quality. Marketing team members who understand the importance of data accuracy and know how to identify potential issues can serve as the first line of defense against quality problems. This includes training on proper data entry procedures, understanding data validation requirements, and knowing when to escalate quality concerns.

Challenge #2: Data Integration and Silos

Breaking Down Marketing Technology Silos

Marketing technology silos represent one of the most significant barriers to effective analytics. Most marketing organizations use multiple platforms for different functions: email marketing, social media management, advertising, web analytics, and customer relationship management. When these systems don't communicate effectively, the result is fragmented data that provides incomplete customer insights.

The challenge extends beyond technical integration to organizational structure. Different marketing teams may have ownership of different platforms, creating both technical and political barriers to integration. Email marketing teams may focus on engagement metrics while paid advertising teams prioritize conversion tracking, leading to conflicting data interpretations and strategic misalignment.

API limitations and data format differences further complicate integration efforts. Each platform may export data in different formats, with varying levels of detail and different naming conventions. Creating a unified view of customer behavior across these platforms requires significant technical expertise and ongoing maintenance.

The cost of maintaining multiple integrations can also be prohibitive for smaller marketing teams. Custom integration development and ongoing maintenance require specialized skills that many organizations lack internally, forcing them to rely on expensive consulting services or compromise on data completeness.

Implementing Effective Data Integration Solutions

Master data management (MDM) approaches can help create a single source of truth for customer information across marketing platforms. This involves establishing common customer identifiers, standardizing data formats, and implementing processes to keep customer records synchronized across systems.

Marketing teams should prioritize integration based on business impact rather than trying to integrate everything at once. Start with the platforms that generate the most valuable customer insights or those that are critical for campaign execution. Customer journey mapping exercises can help identify the most important data integration points.

Cloud-based integration platforms and customer data platforms (CDPs) offer pre-built connectors for popular marketing tools, reducing the technical complexity of integration. These platforms can also provide data transformation capabilities that standardize formats and resolve data conflicts automatically.

Change management is crucial for successful integration initiatives. Marketing team members must understand how integrated data will change their workflows and reporting. Training programs should cover new data access procedures, updated reporting capabilities, and collaborative processes that leverage integrated insights.

Challenge #3: Privacy Compliance and Data Security

Navigating Complex Privacy Regulations

Data privacy compliance has become increasingly complex as regulations evolve and expand globally. Marketers must understand not only what data they can collect but also how it can be stored, processed, shared, and deleted. The challenge is compounded by the fact that privacy laws vary by jurisdiction, requiring different approaches for global marketing campaigns.

GDPR's right to be forgotten, CCPA's data portability requirements, and emerging state-level regulations create operational challenges that extend far beyond legal compliance. Marketing teams must be able to identify, locate, and potentially delete customer data across multiple systems within specified timeframes. This requires detailed data mapping and robust data management processes.

Consent management adds another layer of complexity to marketing analytics. Customers may provide different levels of consent for different types of data processing, requiring sophisticated systems to track and respect these preferences. Marketing automation and personalization efforts must be designed to respect these consent boundaries while still delivering valuable customer experiences.

The challenge becomes even more complex when dealing with third-party data providers and marketing partners. Marketers must ensure that all partners maintain appropriate privacy standards and that data sharing agreements comply with applicable regulations. This due diligence process can be time-consuming and may limit access to valuable data sources.

Building Privacy-Compliant Analytics Frameworks

Privacy by design principles should be integrated into all marketing analytics initiatives from the beginning. This means considering privacy implications during the planning phase rather than trying to retrofit compliance measures after systems are already in place. Marketing teams should work with legal and privacy professionals to understand requirements and design compliant processes.

Regular privacy impact assessments help identify potential compliance risks before they become problems. These assessments should examine data collection practices, storage procedures, sharing agreements, and customer communication processes. The results should inform updates to privacy policies, consent mechanisms, and data handling procedures.

Data minimization practices can reduce both privacy risks and data management complexity. Marketers should regularly review data collection practices to ensure that only necessary information is being gathered and that data retention periods are appropriate for business needs. Automated data deletion procedures can help ensure compliance with retention requirements.

Staff training on privacy requirements is essential for maintaining compliance over time. Marketing team members must understand what constitutes personal data, how to handle customer privacy requests, and when to involve legal or privacy professionals. Regular training updates should address changing regulations and organizational policies.

Challenge #4: Scalability and Infrastructure Limitations

Managing Growing Data Volumes

Marketing data scalability challenges often emerge gradually as organizations grow and data volumes increase. What works for analyzing thousands of customer records may fail when dealing with millions of interactions across multiple channels. The challenge is compounded by the real-time nature of modern marketing, which requires systems that can process and analyze data quickly enough to support automated decision-making.

Cloud infrastructure costs can escalate quickly as data volumes grow, particularly if systems are not optimized for efficiency. Marketing teams may find that their analytics costs grow faster than their marketing budgets, forcing difficult decisions about data retention and analysis scope. Database performance optimization becomes crucial for maintaining both speed and cost-effectiveness.

Legacy marketing technology platforms may not be designed to handle current data volumes, leading to slow performance, system crashes, or incomplete data processing. Migrating to more scalable platforms often requires significant investment and disrupts established workflows. The complexity of maintaining data consistency during migration adds another layer of risk.

Real-time analytics requirements place additional strain on infrastructure resources. Processing customer interactions, updating profiles, and triggering automated responses within seconds requires sophisticated technical architecture that many marketing teams lack the expertise to design and maintain.

Designing Scalable Analytics Architecture

Cloud-native analytics platforms offer built-in scalability that can grow with business needs. These platforms typically provide automatic scaling capabilities that adjust resources based on demand, helping control costs while maintaining performance. Marketing teams should evaluate platforms based on their specific scalability requirements and growth projections.

Data architecture design should consider future growth from the beginning. This includes choosing database technologies that can handle expected data volumes, designing data models that support efficient querying, and implementing caching strategies that improve performance. Data partitioning and archiving strategies can help manage growing data volumes while maintaining system performance.

Regular performance monitoring and capacity planning help identify scalability issues before they impact marketing operations. This includes monitoring database performance, analyzing query execution times, and tracking storage utilization. Early identification of performance degradation allows for proactive scaling or optimization efforts.

Investing in marketing technology expertise within the organization can reduce reliance on external consultants and improve the team's ability to optimize systems for scalability. This might include training existing team members on database optimization techniques or hiring specialists with experience in marketing analytics infrastructure.

Challenge #5: Skills Gap and Team Capabilities

The Marketing Analytics Skills Crisis

The scarcity of skilled analytics professionals represents one of the biggest challenges facing marketing teams today, with 60% of organizations recognizing this as a significant barrier to AI adoption. The skills required for effective marketing analytics extend beyond traditional marketing knowledge to include statistical analysis, data visualization, database management, and increasingly, machine learning techniques.

The rapid evolution of marketing technology compounds this challenge. New platforms, analytical methods, and automation capabilities emerge regularly, requiring continuous learning and adaptation. Marketing professionals who were hired for campaign management or creative development may find themselves expected to interpret complex statistical models or configure sophisticated analytics platforms.

Cross-functional collaboration between marketing, IT, and data science teams often breaks down due to communication barriers and different priorities. Marketing teams may struggle to articulate their analytical needs in technical terms, while data professionals may lack sufficient marketing context to deliver truly useful insights.

The challenge is particularly acute for smaller marketing teams that cannot justify dedicated analytics specialists. These teams must develop internal capabilities while managing day-to-day marketing operations, often leading to compromise in both areas. The result is often underutilized data and missed opportunities for optimization.

Building Marketing Analytics Capabilities

Skills development programs should focus on building analytical thinking rather than just technical training. Marketing professionals need to understand statistical concepts, data interpretation principles, and analytical methodology even if they don't perform the technical implementation themselves. This foundation enables better collaboration with data professionals and more effective use of analytical insights.

Partnerships with analytics consultants or agencies can provide access to specialized expertise while internal capabilities are being developed. However, these partnerships work best when internal team members are actively involved in the analytical process, learning from experts and building organizational knowledge over time.

Analytics certification programs from platform vendors and educational institutions can provide structured learning paths for marketing professionals. These programs often combine theoretical knowledge with hands-on experience using specific tools and platforms. Many organizations find value in supporting team members' pursuit of relevant certifications.

Creating internal communities of practice around analytics can help team members share knowledge and learn from each other's experiences. Regular training sessions, case study discussions, and problem-solving workshops can help build collective expertise and confidence in analytical approaches.

Challenge #6: Attribution and ROI Measurement

The Complex Challenge of Marketing Attribution

Marketing attribution remains one of the most challenging aspects of marketing analytics, particularly in today's multi-channel, multi-device customer journey environment. Customers may interact with multiple marketing touchpoints across various platforms before making a purchase, making it difficult to determine which activities deserve credit for the conversion.

Traditional last-click attribution models provide clear simplicity but often misrepresent the true impact of upper-funnel marketing activities. Brand awareness campaigns, content marketing, and social media engagement may play crucial roles in customer acquisition but receive no credit in last-click models. This can lead to underinvestment in valuable marketing activities.

Cross-device tracking limitations further complicate attribution analysis. Customers may research products on mobile devices but complete purchases on desktop computers, or they may see advertisements on one device but make purchases through entirely different channels. Without comprehensive cross-device identification, attribution models provide incomplete pictures of customer behavior.

The measurement challenge extends beyond digital channels to include offline interactions such as phone calls, in-store visits, and word-of-mouth referrals. Integrating offline conversion data with digital marketing metrics requires sophisticated tracking mechanisms and data integration capabilities that many organizations lack.

Implementing Effective Attribution Models

Multi-touch attribution models provide more nuanced views of marketing impact by distributing conversion credit across multiple touchpoints. While more complex to implement and interpret, these models can reveal the true value of awareness-building activities and help optimize budget allocation across channels.

Statistical modeling approaches such as marketing mix modeling can help quantify the impact of marketing activities that are difficult to track directly. These models use historical performance data to estimate the incremental impact of different marketing channels and activities, providing insights for strategic planning and budget allocation.

Customer survey data can provide valuable attribution insights that complement digital tracking. Post-purchase surveys asking customers about their decision-making process and information sources can help validate attribution models and identify blind spots in digital tracking.

Incrementality testing through controlled experiments can provide more definitive evidence of marketing impact than attribution models alone. By comparing results between test and control groups, marketers can measure the true incremental impact of specific activities and use these insights to calibrate attribution models.

Challenge #7: Real-Time Data Processing and Decision Making

The Need for Speed in Modern Marketing

Real-time marketing analytics has become a competitive necessity as customer expectations for personalized, relevant experiences continue to rise. Customers expect websites to remember their preferences, email campaigns to reflect their recent behavior, and advertising to be relevant to their current needs. Meeting these expectations requires processing and acting on data within seconds rather than hours or days.

Latency challenges in data processing can render insights obsolete before they can be acted upon. By the time traditional batch processing systems update customer profiles and segments, the relevant moment for engagement may have passed. This is particularly problematic for time-sensitive marketing activities such as abandoned cart recovery or real-time content personalization.

The technical complexity of real-time processing often exceeds the capabilities of traditional marketing technology stacks. Stream processing systems require specialized expertise and infrastructure that many marketing teams lack. The challenge is compounded by the need to integrate real-time data processing with existing marketing platforms and workflows.

Data quality monitoring becomes more challenging in real-time environments where there may not be time for manual review and correction. Automated quality checks and error handling procedures must be implemented to prevent poor-quality data from triggering inappropriate marketing actions.

Building Real-Time Analytics Capabilities

Event-driven architecture can enable more responsive marketing systems by processing customer interactions as they occur rather than in batch updates. This approach requires restructuring data flows and implementing new technical infrastructure, but it can dramatically improve the relevance and timing of marketing communications.

Marketing automation platforms with real-time capabilities can help bridge the gap between data processing and marketing action. These platforms can be configured to respond to specific customer behaviors or profile changes within minutes of occurrence, enabling more timely and relevant customer engagement.

Progressive implementation strategies can help organizations build real-time capabilities gradually without disrupting existing operations. Start with high-impact use cases such as website personalization or email triggered campaigns before expanding to more complex real-time applications.

Performance monitoring becomes crucial in real-time environments where system failures can immediately impact customer experience. Automated monitoring and alerting systems should track data processing latency, system performance, and marketing campaign delivery to quickly identify and resolve issues.

Challenge #8: Technology Integration and Vendor Management

Managing Complex Marketing Technology Ecosystems

The average marketing organization uses dozens of different technology platforms, creating complex martech stack management challenges. Each vendor may have different data formats, API capabilities, contract terms, and support procedures. Managing relationships with multiple vendors while ensuring seamless data flow between platforms requires significant coordination and technical expertise.

Vendor lock-in concerns arise when organizations become heavily dependent on specific platforms or data formats that are difficult to migrate. This dependency can limit flexibility, increase costs, and complicate future technology decisions. The challenge is particularly acute when vendors change pricing models, discontinue features, or are acquired by competitors.

API management becomes increasingly complex as the number of integrated platforms grows. Each integration requires ongoing maintenance as vendors update their APIs, change authentication procedures, or modify data formats. Marketing teams often lack the technical expertise to manage these integrations effectively, leading to data gaps or system failures.

Contract negotiations with multiple vendors can be time-consuming and may result in inconsistent terms across the technology stack. Data ownership rights, privacy compliance requirements, and service level agreements may vary between vendors, creating operational complexity and potential compliance risks.

Optimizing Marketing Technology Architecture

Vendor consolidation strategies can reduce complexity by choosing platforms that offer multiple capabilities rather than best-of-breed solutions for every function. While this may require some feature compromises, the benefits of reduced integration complexity and simplified vendor management often outweigh the disadvantages.

Platform-agnostic data strategies can help avoid vendor lock-in by maintaining data in formats that can be easily exported or migrated. This includes using standard data formats, maintaining comprehensive data documentation, and implementing regular data backup procedures that are not dependent on specific vendor platforms.

Regular technology audits should evaluate the performance, cost-effectiveness, and strategic alignment of each platform in the marketing technology stack. These audits can identify redundant capabilities, underutilized features, and integration problems that may be impacting overall system effectiveness.

Strategic vendor partnerships can provide better support and more favorable terms than transactional relationships. Organizations that represent significant revenue for vendors may be able to negotiate better pricing, priority support, or early access to new features that provide competitive advantages.

Challenge #9: Data Visualization and Reporting

Making Data Accessible to Marketing Teams

Marketing data visualization challenges often stem from the disconnect between technical data formats and the information needs of marketing decision-makers. Raw data outputs from analytics platforms may be technically accurate but difficult for non-technical team members to interpret and act upon. This gap can lead to underutilization of valuable data and missed optimization opportunities.

Dashboard proliferation is a common problem where different team members create their own reporting solutions, leading to inconsistent metrics, conflicting insights, and duplicated effort. Without standardized definitions and calculation methods, different reports may tell different stories about the same marketing performance.

The challenge of actionable insights extends beyond data presentation to analysis and interpretation. Marketing teams need to understand not just what happened but why it happened and what actions should be taken as a result. Traditional reporting often focuses on descriptive statistics without providing the analytical context needed for decision-making.

Mobile accessibility has become increasingly important as marketing managers need access to key performance metrics regardless of location. Many traditional business intelligence platforms were designed for desktop use and may not provide optimal experiences on mobile devices, limiting accessibility for busy marketing professionals.

Creating Effective Marketing Dashboards

User-centered design principles should guide dashboard development, focusing on the specific information needs and workflows of different marketing team members. Account managers may need customer-specific performance data while campaign managers require channel-level optimization insights. Tailored dashboard views can improve usability and adoption.

Automated reporting can reduce manual effort while ensuring consistent data presentation. However, automation should be balanced with flexibility to allow for ad-hoc analysis and investigation of unusual patterns. Self-service analytics capabilities enable marketing team members to explore data independently when needed.

Narrative reporting that combines data visualization with analytical interpretation can help bridge the gap between data and action. These reports should explain the significance of trends, identify potential causes of performance changes, and recommend specific optimization actions based on the analysis.

Regular user feedback collection helps identify gaps in current reporting and opportunities for improvement. Marketing team members are the best source of information about what data they need, how they use current reports, and what additional insights would be valuable for their decision-making processes.

Challenge #10: Organizational Change Management

Overcoming Resistance to Data-Driven Marketing

Resistance to change represents a significant challenge for data projects, as they can challenge established processes and procedures, creating friction that undermines success. Marketing professionals who have built successful careers based on intuition and experience may be skeptical of analytical approaches that seem to diminish the value of their expertise.

Cultural transformation from intuition-based to data-driven decision-making requires more than just technology implementation. It requires changes in evaluation criteria, meeting structures, planning processes, and individual accountability. These changes can be threatening to team members who fear their skills may become obsolete.

Cross-functional collaboration challenges often emerge when marketing analytics initiatives require close cooperation with IT, finance, and other departments. Different organizational priorities, communication styles, and success metrics can create conflicts that impede analytics implementation and adoption.

Performance measurement systems may need to be redesigned to reflect new data-driven approaches. Traditional marketing metrics such as brand awareness or campaign reach may need to be supplemented with more analytical measures such as customer lifetime value or marketing efficiency ratios.

Leading Successful Analytics Transformation

Change leadership from senior marketing executives is crucial for successful analytics adoption. Leaders must demonstrate commitment to data-driven decision-making through their own behavior, resource allocation decisions, and communication with the broader organization. This includes acknowledging when data contradicts conventional wisdom and making decisions based on analytical evidence.

Training and support programs should address both technical skills and analytical thinking. Marketing professionals need to understand how to interpret statistical significance, evaluate data quality, and translate analytical insights into actionable strategies. Ongoing support during the transition period helps build confidence and competence.

Quick wins can help demonstrate the value of analytical approaches and build momentum for broader transformation. Identifying high-impact, low-complexity analytical projects can provide early success stories that motivate further investment in data-driven capabilities.

Communication strategies should emphasize how analytics enhances rather than replaces marketing expertise. Positioning data as a tool that amplifies human insight rather than a replacement for professional judgment can help overcome resistance and build enthusiasm for analytical approaches.

Quick Takeaways: Essential Insights for Marketing Success

• Data quality is foundational - Invest in robust validation processes and governance frameworks before scaling analytics initiatives, as poor data quality compounds over time and undermines all downstream analysis

• Integration before innovation - Prioritize connecting existing data sources over implementing new analytics tools, as unified customer views provide more value than sophisticated analysis of fragmented data

• Privacy compliance is a competitive advantage - Organizations that excel at privacy-compliant data practices build stronger customer trust and avoid regulatory risks that can cripple marketing operations

• Skills development requires ongoing investment - The marketing analytics skills gap cannot be solved with one-time training; organizations need continuous learning programs and cross-functional collaboration

• Attribution requires multiple approaches - Relying on single attribution models provides incomplete insights; combine multi-touch attribution, statistical modeling, and incrementality testing for accurate ROI measurement

• Real-time capabilities enable competitive differentiation - Customers increasingly expect personalized, timely experiences that require processing and acting on data within seconds rather than hours

• Change management determines success - Technical implementation is often easier than organizational adoption; successful analytics transformations require strong leadership, communication, and cultural change initiatives

Conclusion: Building Your Data-Driven Marketing Future

The challenges facing marketers in data management analytics are significant, but they are not insurmountable. Organizations that systematically address data quality, integration, privacy compliance, and skills development while building scalable, real-time analytics capabilities will gain substantial competitive advantages in increasingly data-driven markets.

Success requires a balanced approach that combines technological solutions with organizational change management. While investing in advanced analytics platforms and integration tools is important, the human element—training, communication, and cultural transformation—often determines whether these investments deliver their intended value.

The marketing landscape will continue to evolve, bringing new data sources, analytical methods, and customer expectations. Organizations that build strong foundational capabilities in data management analytics while maintaining flexibility to adapt to future changes will be best positioned for long-term success.

The time to address these challenges is now. Every day that marketers continue operating with fragmented data, poor quality information, or limited analytical capabilities represents missed opportunities for optimization, customer satisfaction, and business growth. By taking systematic action to overcome these ten critical challenges, marketing teams can transform their analytical capabilities and drive meaningful business results.

Ready to transform your marketing analytics? Start by conducting a comprehensive audit of your current data management practices, identifying the biggest gaps in your analytical capabilities, and developing a roadmap for systematic improvement that addresses both technical and organizational challenges.