7 Major Obstacles to Integrating Marketing Data

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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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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


@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


@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


@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


@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


@scribesoftObstacle #7IT Dependence

• Access and credentials• Availability of programmer resources• Utilize cloud GUI based integration

platform


@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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Peter [email protected]@PeterRChase

Daniel [email protected]@DLynton

Download Complimentary White Paper in Resource Folder“The More You Know (About Customers), the More You Grow”

mailto:[email protected]?subject=7%20Obstacles%20to%20Integrating%20Marketing%20Data

mailto:[email protected]?subject=7%20Obstacles%20to%20Integrating%20Marketing%20Data

http://www.scribesoft.com/docs/WhitePapers/TheMoreYouKnowAboutCustomers.pdf

