In order to make use of your data, the most important thing is to make sure it is in the same place, right? Nope. The most important thing is consistency. Check out this clip from Episode 2 of Media Mixology, where Dave and Oliver discuss Myths and Facts about data.
There are multiple platforms out there that can handle pulling data from various sources, and then allow you to slice and dice that data to see trends. The location of the data isn’t a big concern. The greater concern is if you have the infrastructure built to handle the data flow. And even more important: how consistent is your data! Is it all tagged correctly? In the world of data the old adage of “Garbage in, Garbage out” rings particularly true.