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So you need to integrate customer data

Got data? Of course you do. In today’s digital platform enabled world of marketing the challenge is often not what data you have but can and how you use it. With each new tool, custom field, and data warehouse, companies expand functionality but can also reduce their ability to deliver personalized engagement from a single view of the customer.  Why is this important?  According to Gartner, companies spend close to 30% of their total marketing budget on digital tools meant to deliver personalized communication at scale. While these tools generate, analyze and store rich data elements, the task of integrating the data to be stored and retrieved becomes increasingly complex. This creates several challenges including siloes, conflicts, costs, and compliance.  Why is this so hard? Escalating needs : As companies grow and elevate their  level of maturity , they often find the need to centralize data from diverse platforms to realize the personalization function
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How to rationalize redundant platforms

It’s time to do a double take on redundant systems. Think about your own company, how many overlapping database, analytics, marketing automation, or content management tools are in use today? From using Qlik and Tableau for reporting to mailchimp and marketingcloud for email, each redundant service has its outstanding features, invested expertise, and a story why it’s essential. Each redundancy also increases fees, silo’ed teams, tech complexity and overhead.  In this back and forth there is one clear and correct answer on the relevant value of redundant platforms:  it depends .  Why does redundancy happen? Product technical evolution : platforms add new features over time, overlapping with existing tools in adjacent areas Mergers : integrating a new business and their legacy  marketing stack Separate business units  or geographic teams don’t coordinate or prefer to use tools best suited for their region and localized stack Functions with diff

Controlling CRM in a Crises: managing automated marketing mishaps

This 5 min read highlights situations that require adjusting your automated marketing and provides 9 steps to prepare and execute a response strategy. I’m a big fan of CRM and its ability to automate personalized engagement tactics at scale.   Leveraging advanced marketing tactics and technology , B2C and B2B organizations leverage CRM to deliver massive returns.   With careful construction and ongoing test and improvement, automated campaigns deliver thoughtful and personalized engagement across the customer lifecycle at scale.    Until it doesn’t.   The current coronavirus   pandemic one of three scenarios when the beloved drip campaign turns into water torture, risking experience and loyalty in the process.   3 Times to Review Your CRM Automated Campaigns 1. Operational Issues The most common yet often poorly coordinated scenario, operational challenges include things like the website is down, support centers are understaffed, payments or other required pro

Crack the Stack: Optimizing your Marketing Technology

Crack the Stack: 4 keys to optimizing your marketing technology Gartner’s  survey  estimates the 29% of the overall marketing budget goes fund the marketing stack (up from 22% in 2017) and is now the single biggest component for many companies.  More than just cost, a well-executed stack provides a competitive advantage in the marketplace and ensures the company meets its sales and retention goals. It’s such a focus in some companies, there’s even annual awards, the  stackies !  This article provides a working definition, describes why its so hard to get stacks right, and provides 4 steps you can take to get the most out of your investment. A marketing technology stack is a grouping of technologies used to conduct and improve marketing activities. “Martech” automates processes and data flows to improve efficiencies and increase the ability to engage customers and win in the marketplace.  The stack typically includes critical components of marketing execution, including:

Integrated Marketing Maturity Curves

“If you don’t know where you are going, you’ll end up someplace else ” – Yogi Berra The role of marketing continues to evolve, with today’s CMO and her team adding technology, behavioral tracking, new channels, and other disciplines to their already crowded list of responsibilities.   Welcome to the rise of integrated digital marketing, a holistic approach combining marketing strategy, process, and technology to improve the cost and effectiveness of customer acquisition and loyalty efforts.   In this evolving landscape it’s hard to recognize, let alone keep up with the rapidly changing and expanding tool sets and practices to compete.   In a 2019 study , BCG found much room for growth, with 55% of businesses stuck in the first 2 stages of maturity, and only 2% of responding companies operating in the highest stage 4 maturity.   The majority of respondents who improved their maturity ascribed a 30% cost savings and up to 20% revenue increase from their integrated eff