Good morning Marketer, do you have a single source of truth for your marketing data?
If so, give yourself a pat on the back. If not – you’re not alone. Unifying and implementing data continues to be a thorn in the side of many marketing organizations.
Datorama Product Marketing Manager Emily Hoffman says marketers face three fundamental data challenges. First, they lack a unified view of marketing investments, performance, and results. Second, they lack real-time insights to be able to optimize ROI and results. Third, there is little to no alignment or governance across teams, regions, and stakeholders to drive cooperation.
To overcome such challenges, Josh Alvernia, CEO of Clue (a Toronto-based performance marketing company) says marketers have to “de-silo” their data. It’s an effort that can seem daunting depending on how many platforms are being used, but Josh’s team distills it down into categories that are more digestible. From there, his clients can begin to build data modeling products and processes — stitching together the data in a way that drives measurable business outcomes. In the end, the most important thing marketers can do is trust the data. “You’ve only made a mistake when you’re not letting data show you a better way,” said Josh.
Of course, in all of this, marketing automation platforms are key to managing and tracking your data effectively. MarTech Today Research Director Pamela Parker says investments in marketing technology continue to be a priority as brands strive to collect, authenticate, and analyze consumer analytics. In our latest buyer’s guide, Pamela put together an in-depth look at B2B marketing automation platforms, along with vendor profiles — available for download now.
Take care,
Taylor Peterson,
Deputy Editor
