What are the requirements to integrate user data in the business? Such technology requires an organisational plan, therefore what is the process of introducing such technology into the business functions.

I have two research objectives to answer on my literature review and provide a summary of a conclusion which is the best strategy. and please my research is critical therefore I need to have like two opposing researchers discussin the point of view about the strategies.

1- How do companies utilise user data in their marketing campaigns? The aim is to comprehend how is that data is chosen to be transformed into insights?
-Comprehend what strategies and technological tools are used to convert data to insightful information
2- What are the requirements to integrate user data in the business? Such technology requires an organisational plan, therefore what is the process of introducing such technology into the business functions.