Having All Your Data in One Place isn’t Enough

February 16, 2018 Chris Moody

Since the ‘90s, marketers have been talking about the importance of a unified view of the customer. Some form of “all your data in one place” has been proclaimed as important for decades. Unfortunately, over 80% of marketers don’t have a unified view of the customer (Forrester).

All about that data

To help combat this issue in the industry, marketing software companies have rushed to build solutions to aggregate data sources, and make a valid attempt at giving marketers a single place to view every data point for their customer.

Let’s be clear, this is a great thing for marketers. Progress is progress, and a rising tide lifts all boats. The problem is that we can’t do everything we need to with that data. Most marketing tech stacks that have a single source of the truth (all customer data in one place), use a completely different tool or workflow to act with the data.

What good is data that we can’t use and draw insights from? Many marketing solutions require us to login to one tool to view all of our customer data, reports, insights, learnings, etc., and then we login into an email marketing solution, or cross-channel campaign management platform to build and execute campaigns based on the data.

The data should be where marketers are doing the work

Why are we using multiple tools to compare data to a marketing campaign we’re building? Why do we need hilariously oversized monitors to view everything we’re working on? Why would we use a separate tool to build an audience from the tool you’d use to actually send a campaign to that audience?

88% of online consumers are less likely to return to a site after a bad experience. (source)

All marketers are also consumers. So, why don’t we have the same expectation in the tools we use to create and deliver those experiences?

Perfecting user experience and integration

While there is likely no perfect user experience, many discerning consumers have it high on their list. And as marketers work to get to that ideal environment, tight integration between data systems and campaign execution systems is critical. That’s one of the reasons we’re excited to announce Cheetah Digital’s perfect score in both the user experience and integration categories in the latest Forrester Wave™: Cross-Channel Campaign Management, Q1 2018.

Our commitment to you is that we’ll continue to show our dedication to marketers by creating even better experiences as you’re building many of our daily consumer experiences.

You can get a full copy of the Forrester Wave report here.


About the Author

Chris Moody

Chris Moody is the head of global content at Cheetah Digital, where he leads a content team to help B2C marketers be even more successful with their cross-channel marketing efforts. Chris frequently speaks at leading marketing events and guest lectures at universities on effective marketing with limited budgets. Chris may be the only person in the world with "That's what she said" on his wedding band.

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