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Marketers still struggle to build a unified source of data - MarTech Today

Marketers still struggle to build a unified source of data - MarTech Today | The MarTech Alert | Scoop.it
The challenges outlined by Emily Hoffman, product marketing manager for Datorama, are often the result of disparate and siloed systems across not only the marketing organization, but businesses at large. Marketing efforts are spread across various channels — paid ads, social, email, etc. — without the technology or resources to effectively tie together the data from multichannel campaigns. Meanwhile, teams managing various data sets are just as divided with marketing, business intelligence, customer service groups and more all working within their individual silos.

“Marketers really need a transparent and holistic view to see what campaigns are most effective, how their content and offers are performing and how to understand all of their engagement,” said Hoffman, “And then, on the other side, transparency across teams is equally as important because it allows stakeholders to align and to ensure that every everyone is striving toward a shared goal.”

A Forrester report from last year backs up Hoffman’s claims, finding that marketing and business intelligence teams were often too siloed to maintain effective communication patterns, even though they relied on each other for day-to-day operations. (More recent research from Forrester found that less than 40% of customer experience executives even knew where all of their customer data was stored.)
CYDigital/marteq.io's insight:

From the adjacent post: the CDP is the core to your martech stack.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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6 Ways to Improve Your CDP Data Strategy - CMSwire

6 Ways to Improve Your CDP Data Strategy - CMSwire | The MarTech Alert | Scoop.it
The collection of marketing and technology software that a business uses is referred to as a martech stack. The CDP works in conjunction with the martech stack, but whether the CDP is at the core of the martech stack actually depends on many factors. Naras Eechambadi, founder and CEO of Quaero, expounded on this relationship, and stated that it “depends on the CDP’s particular focus, how a company chooses to leverage the CDP, and the company’s vertical, data maturation, size, etc. Some (not all) CDPs have the potential to be the core of a marketing stack, serving as the data orchestrator that brings in data from other martech systems that are collecting customer data while feeding all of the channel specific engagement systems, e.g. personalization, email or paid media.”

Typically, a CDP is designed to connect to the various data points that a business accumulates, but that connectivity also depends on whether a business is using off-the-shelf technology, or proprietary software.

Eechambadi explained this connectivity, as he stated that “CDPs usually have pre-built 2-way connectors to most common sources of customer information such as marketing clouds, tag managers, billing and ecommerce systems as well as paid media channels such as Google and Facebook. For proprietary software packages, most CDPs can add custom connectors where needed, although this may entail additional work and expense. They can, therefore, be customized to meet the specific requirements of each individual customer, although some CDPs are more flexible than others in this regard.”
CYDigital/marteq.io's insight:

CDPs should be the core of your martech stack.

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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The State of the CDP. How Organizations Buy, Implement, and Use CDPs - Tealium

The State of the CDP. How Organizations Buy, Implement, and Use CDPs - Tealium | The MarTech Alert | Scoop.it
We asked over 300 U.S. marketing, analytics and data decision makers how they leverage CDPs today, the challenges they face with current vendors and their future plans for CDP technology. Download now to discover the key findings and how to:

Make sense of the CDP landscape
Use CDPs to break down internal silos
Prepare for the future of data orchestration
Set up your organization for data success
CYDigital/marteq.io's insight:

From Tealium, an established CDP provider. 

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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