Data integration is critical to achieve trusted data about your customers and prospects for engaging marketing. Collaboration of IT and Marketing brings teams and data together for high value data-driven decision-making.
Raising the data quality and integrating it to the marketing organization needs more than a range of instruments, it requires a cultural change. Numerous organizations are using in the old methods for doing business, where information and technologies are represented as the IT sector. As a rule, data joining, purifying, analyzing and upgrade was the responsibility of the IT team, whose part was seen as a service branch of the organization.
As the cloud computing appeared and so did the real-time data access, a shift is highly required. Nowadays, CMOs ought to play a main part in their organizations’ data strategy, since the success of their marketing campaign relies upon it. The IT organization ought to become an equivalent party to these endeavors.
Defining IT today is difficult, in light of the fact that most organizations include marketing technology stack inside marketing. Ultimately, what allows IT and marketing do is the shift from the focus on the infrastructure and bring technologies and marketing together to drive customer outcomes.
Usually, IT has been seen and perceived as a service organization and it can’t be like this anymore. These two has to be regarded as equal partners it their efforts, not somebody that is just responsible for serving the IT data. Not just talking about creativity, and not just about advertisements on the website. It means that science should be brought to the operation and without considering high quality data it’s impossible. As well as without an alliance of the IT and marketing organizations.
At the point when a common appreciation for the data becomes an overwhelming focus, marketing and IT can team up utilizing best-rehearse devices and work processes. CMO will have their own team for a campaign and they will do just everything that they possibly can: create their segments, check the staff, map the journey, craft the content, but what if everything they get is just mediocre result and even worse? It could happened because they were not as qualified as they thought, or their staff was not as talented, the data on the perspective wire is just flat out wrong. However, one of the main threats – the underlining data is trust unworthy of insufficient. By the results of the Informatica survey only 16% of the marketers felt that their data was really of high quality to trust their decisions. As a result, the data is bad, so do the decisions and the whole campaign are bad. It’s like a domino.
57% of surveyed said that their data was somewhat good. The quality of data determine the bar of your result, if your data is good enough, then the result would be relevant to it. If your data is great, so will be your achievement. The data quality is really about being sure that the data you’re generating is supplemented with good quality third party data. That can keep this data immediate, updated, actuate and real time. Moreover, that’s why it’s necessary to use a cloud, so that you can integrate manysources and update all the data immediately, keeping it actuate.. Virtual assistant can handle the process of updating your data, keeping your customers being regularly informed with brief and consistent information.Virtual assistant can raise the quality of data received by the managers.
What is it about the data quality? Marketers have to do two big things – make sure that the company expanding the wider set of the customers and the wide set of accounts and the next thing is architect great experiences for the customers. Underlining these is data quality. If you have data of high quality and it is differentiated in a right way, that it has become a competitive advantage for your company and you’re able to build a wide analytics. Therefore, you can design wide experiences based on your own kind of strategy. Then, you have something that can define you and make your company growing increasingly within the competitive environment.
How companies have to take the steps to go from good quality data to great? They need solid decision-making focus of organization, there has to be established baseline, the strategy, not just only marketing focus. The data should be taken as an asset, embracement, change. The cultural component is critical.
Marketing needs to come into IT world and vice versa. In last ten years marketing and IT had significantly changed. The successful organizations are using data-based marketing efforts, it’s where these two spheres collaborate nicely. Just as the marketing leader is gaining an appreciation what technology can bring on the business, the IT organization is begin to understand the impact that they can have on business and in the lot of cases we are seeing these measures change. The IT is measured not just by only up-time, they might be measured on the customers satisfaction, on how well the campaign is handled. IT controls the infrastructure, serve up quality information focused on marketing, because if you don’t have strong digital interaction you wouldn’t have good customers set.