how and Why should you Integrate your marketing data

How and Why should you Integrate your marketing data?

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INFOCLUTCH | NOVEMBER 29, 2016

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Marketers a have demonstrated the tendency to become creative by tapping ideas that mainly goes into the scaffolding process during a brand build up. They may have to focus on multifarious activities such as finding audiences and interacting with them. However, apart from all these fundamentals roles, there is a prized aspect of marketing -“The Data.” The data isn’t just collection of any random information. It is the crystal chandelier shining values through metrics collected from real time operations. A new execution strategy may be snuck somewhere behind critical data which otherwise could have slipped unseen had marketers paid lesser attention. Hence, growth plans take shape from the data. The marketing realm is becoming roomier as the operation managers are less burdened by tasks such as collection, analysis and decoding of data. It is delegated as a team function. In the present times, marketers are armed to the teeth with a full stack of technology platforms; there is a large-scale utilization of marketing automation and CRM to make data management seamless. But, marketers on an average, still leverage upon traditional marketing kits such as social media, content management, and lead nurturing tools to get noticed in an ever shrinking global market. Data is continuously milled from these middleware platforms, but it can mean nothing if they are rusting in silos. An effective strategy is to treat data from each platform individually to flawlessly execute marketing campaigns

How to Pool reams of dissimilar data?

The marketing middleware serves as a lubricant to keep the data movement frictionless. It also enables simplification of decision-making and subsequent execution of plans. Over the years, marketing middleware has been beleaguered due to the complexity of implementing platform network. It has been a daunting task to incorporate into a routine framework. Ideally, middleware is purported to be a source for campaign management and distribution of leads to the sales force and streaming marketing data within the sales circle. Its hierarchical system was to limit the creation of multiple data tributaries. Marketers may sometimes feel the need to outsource their processes to the third party for obtaining fair achievement. However, may you not be that desperate, because here are some simple steps that will help you amalgamate data to effectively tap the results:

1. Identifying the right platform and why to integrate?

Understanding what data will go into CRM is the first step to overcoming the gap within the system before letting the automation tools takes control over utilization of data. The objective is to keep data and process connected at all times, so the system churns continuous results. Question yourself! Would you attain those extra benefits by tuning the data that integrate into middleware process? On the other hand, would it make sense particularly if several unsynchronized data thrives around different platforms? How about aligning customer support with marketing automation? Would that enhance the over performance?

2. Field mapping to keep data relevant

The purpose of data integration holds well when you can map fields effectively and efficiently. When data is gathered continuously from different areas, it may not be rendered useful across the dissimilar system that utilizes them. A classic example is a name collected via CRM and marketing automation tool. The latter asks just name while the former demand’s name with prefixes “First” and “Last.” At the time of synchronization, it is essential for accurate mapping of data with same traits without disambiguation. Look past the variability and identify platforms where the data originates. Additionally, watch out for the systems where data doesn’t criss-cross in the proper order. It allows discovering the weak spots within the hierarchy. In case, a contradiction arises where the data entered in the automation tool varies slightly from that of CRM; the process must weigh the information fed into the automation tool by treating it with priority and overwrite the fault.

3. Perception Risks and Critical Planning

Marketers, in general, don’t fiddle with data fearing any form of compromise to its integrity. It holds true especially when marketers contemplate over synchronizing all their data rather than syncing on the need basis. Such a concern can’t be dismissed as they can devastate all previous efforts. However, there is a way to keep data immune from any immediate threat. It is better to be safe than sorry. Hence, it is essential to create a master backup as a failsafe measure, should any harm occur to the data being integrated. This practice need not be limited to marketers who attempt integration internally but also to those who outsource the task to third party specialists. It can be extremely time-consuming and tedious to sync data and platform, but it serves a valuable purpose. You must identify the data that needs to be integrated, gauge their worthiness, and understand how they can substantially streamline the workflow. If you found this write-up valuable, share the word.

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