# Enterprise shift toward data activation strategies > Live situation record from CLSTR: https://clstr.news/situations/enterprise-shift-toward-data-activation-strategies > Updated: 2026-08-28T12:46:13.000Z. Sources: 7. Developments: 2. Enterprise strategies are shifting from simple data collection and storage toward the effective activation of information to drive commercial value. While organizations have successfully centralized data in lakes and warehouses, they often struggle with latency and the inability to turn stored intelligence into actionable insights. Recent developments highlight a significant operational gap in how businesses utilize first-party data. Research indicates that while ecommerce platforms collect extensive histories, only a small fraction of companies successfully create a single customer view across channels or use data to deliver a full cross-channel experience. To improve efficiency, businesses are focusing on integrating CRM and ERP systems. This integration aims to prevent data silos, allowing sales teams to access real-time pricing, stock levels, and order history in a single interface rather than relying on disconnected software or spreadsheets. ## Timeline ### 2026-08-28: Data activation and CRM integration drive business efficiency Businesses are working to bridge the gap between data collection and action by integrating CRM and ERP systems to activate first-party data for better customer insights and sales efficiency. 2 sources. https://clstr.news/cluster/data-activation-and-crm-integration-drive-business-efficiency ### 2026-08-26: Data activation replaces collection as key enterprise strategy Enterprises are shifting from data collection to data activation, focusing on turning stored information into actionable commercial intelligence and meaningful customer relationships. 5 sources. https://clstr.news/cluster/data-activation-replaces-collection-as-key-enterprise-strategy --- Cite as: Enterprise shift toward data activation strategies. CLSTR, https://clstr.news/situations/enterprise-shift-toward-data-activation-strategies