7 major obstacles to integrating marketing data
DESCRIPTION
Leverage real-time data for cross-channel marketing: Companies today need to take a data-centric approach to build relationships and better serve customers. Learn why today's businesses have to be strategic in leveraging their data.TRANSCRIPT
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7 Obstacles to Integrating Marketing DataPeter Chase@PeterRChaseEVP and Founder, Scribe Software
Daniel Lynton@DLyntonCEO and Founder, LyntonWeb
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@scribesoftAgenda
The Role of Integrated Data in Marketing
The 7 Obstacles to Integrating Marketing Data
Wrap Up and Q&A
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The Role of Integrated Data in Marketing
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• Rise above the noise• Buyers engage brands later• Know your prospect• Targeted, aware, personalized
From ImpressionsTo Involvement
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• ERP, CRM, Marketing, Social, other• Data design drives need to be surgical• Synchronize Attribute data• Capture and share Interaction data• Aggregate and analyze Results data
Breaking DownCustomer Data Silos
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The 7 Obstacles to Integrating Marketing Data
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@scribesoftObstacle #1Divergent Data Models
• Flat vs. Normal vs. Hierarchical• 1:N or N:1 relationship common• Industry can lead to complex CRM
relationship models• Logically map before you start
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@scribesoftObstacle #2Data Quality
• Completeness or accuracy of data elements in the record
• Missing or bad data• Destroys effectiveness of application• Assess a sample of your data• Leverage tools in integration design
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• Technically part of Data Quality• Cost money and make you look bad• Destroy user adoption• Utilize advanced matching services• Address at all entry points with
standardized, consistent approach
Obstacle #3Duplicates
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• Strip out the noise• Too much data destroys productivity• Cloud computing/storage costs issue• Start with the end, prioritize key fields to
drive ROI, strip away everything else
Obstacle #4Data Relevance
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@scribesoftObstacle #5Performance
• The right data to the right person at the right TIME
• Latency versus throughput• Utilize change/event data capture• Utilize bulk & parallel processing
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@scribesoftObstacle #6Rate of Change
• Innovate, don’t imitate• Rigid solutions lock you in• Change in applications and
process inevitable• Utilize open and flexible
integration platform
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@scribesoftObstacle #7IT Dependence
• Access and credentials• Availability of programmer resources• Utilize cloud GUI based integration
platform
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@scribesoftNext Steps
• Get started on it tomorrow• Pick off the low hanging fruit• Build experience and momentum• Tackle the more complex high value use cases• Achieve effective integrated marketing
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CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
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Peter [email protected]@PeterRChase
Daniel [email protected]@DLynton
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