Leverage Real-Time Data for Cross-Channel Marketing. By Peter Chase
1 like1,069 views
The document discusses the importance of leveraging real-time data for cross-channel marketing, highlighting challenges such as divergent data models, data quality, duplicates, relevance, performance, rate of change, and IT dependence. It emphasizes the need for a surgical approach to synchronize data across various systems, making integration more efficient. The next steps recommended include starting with simple tasks to build experience before tackling more complex use cases to achieve effective integrated marketing.
Leverage Real-Time Data for Cross-Channel Marketing. By Peter Chase
- 1. Leverage Real-Time Data for Cross-Channel Marketing Peter Chase EVP and Founder, Scribe Software, @PeterRChase
- 4. From Impressions to Involvement • • • • Rise above the noise Buyers engage brands later Know your prospect Targeted, aware, personalized
- 5. Breaking Down Customer Data Silos • • • • ERP, CRM, Marketing, Social, other Data design drives need to be surgical Synchronize Attribute data Capture and share Interaction data
- 7. Obstacle #1 Divergent Data Models • Flat vs. Normal vs. Hierachical • 1:N or N:1 relationship common • Industry can lead to complex CRM relationship models • Logically map before you start
- 8. Obstacle #2 Data 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
- 9. Obstacle #3 Duplicates • • • • • 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
- 10. Obstacle #4 Data Relevance • • • • 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
- 11. Obstacle #5 Performance • The right data to the right person at the right TIME • Latency versus throughput • Utilize change/event data capture • Utilize bulk & parallel processing
- 12. Obstacle #6 Rate of Change • Innovate, don’t imitate • Rigid solutions lock you in • Change in applications and process inevitable • Utilize open and flexible integration platform
- 13. Obstacle #7 IT Dependence • Access and credentials • Availability of programmer resources • Utilize cloud GUI based integration platform
- 15. New inbound leads are captured through HubSpot and synced with Dynamics CRM 1
- 16. Leads are then qualified in Sales and added to Campaigns which are synced with Marketo 1
- 17. Outbound marketing activity occurs in Marketo like emails and the tracking data about that activity is synced with CRM 1
- 18. QlikView is selected as a BI tool and all data will now flow to it transactionally 1
- 20. Next 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 • • • •