Now that marketers have so much more data, they want to use the data to become more customer centric. Fifty-three percent of marketers surveyed stated a need to be more customer-centric and 9 in 10 say individualized marketing is a priority. See the 2015 Global Data-Driven Marketing Survey conducted by Teradata for additional information.
More and more marketers are concentrating on individualizing marketing campaigns and finding ways to relate more personally to their customers and prospects. However, a major roadblock for many organizations is data integration. While many marketers are able to integrate some of their data, few are able to fully integrate the data available throughout their organization. Quite often valuable information that would make marketing smarter is just not available to marketers.
Marketing data is generally located throughout an organization because different entities are collecting data through different avenues. Therefore, most companies have marketing data spread out within their organization in systems such as transactional and operation systems, web tools, CRM tools, ESP’s and content management systems. Many of these systems have no way of sharing data, nor does the data in one system match up with the data in another system—making data integration extremely difficult.
Why is data integration necessary?
If marketers only have marketing data related to consumers’ online activities, they may miss valuable information about the inquiries or purchases made through offline entities or systems. For example, a marketer would have no idea that an individual tried to make a purchase through their website, but had additional questions, problems with their transaction or didn’t feel safe putting their credit card information into an online system and decided to call the call center to purchase the product. Without the information from the call center, the marketer has no way of knowing the prospect actually is now a customer. Nor do they have the ability to help make the purchasing process easier for the individual by addressing their reasons for purchasing through the call center instead of the website.
To learn as much as you can about your customers and prospects, it is imperative to access all of your marketing data and roll the attributes up to an individual level to create a holistic view of your consumers. The illustration of your customer set provides knowledge that helps marketers develop strategic strategies and goals based on facts, not hunches.
Marketing data is the foundation for successful marketing and sales goals; and fully-integrated, pristine marketing data is no longer a nice to have, but a necessity to leverage marketing & sales systems in order to drive marketing programs, campaigns and sales.
Dovetail provides marketers with a marketing database solution that fully integrates marketing data from across an organization into a scalable solution that will grow with your company. In addition, Dovetail performs routine updates and maintenance to ensure your data is always fresh and actionable, provides a variety of reporting and analyses options and leverages pristine, integrated data into other marketing and sales platforms.
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