As a modern marketer, you communicate about your brands across different regions, channels and campaigns, every day. From the point of view of your customer journey, you’re engaging with the consumer on a variety of channels, including mobile, programmatic, email, web, point of sale (POS), customer relationship manager (CRM) and e-commerce. By definition, you’re using a lot of different technologies to do this.
For most marketers, this includes one — or more — major marketing cloud suite plus a myriad of other point solutions to manage your day-to-day marketing, advertising and consumer engagement. Bringing all of the data together from disparate sources and into one centralized view has presented a real operational problem. For marketers, it’s been extremely challenging to get their data unified with legacy technology, such as business intelligence tools.
Author: Leah Pope