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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.ios 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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How to Use a DMP to Improve the Customer Experience | CustomerThink

How to Use a DMP to Improve the Customer Experience | CustomerThink | The MarTech Alert | Scoop.it
Data Management Platforms have emerged over this past decade as the leading digital segmentation technology for media deployment, audience extension and customer behaviour analysis in near real-time. Using mostly graph-based data collection and marketing AI algorithms, a DMP can collect, match and deploy 1st, 2nd and 3rd party data.

CYDigital/marteq.ios insight:

A primer on DMPs.

 

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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