Alleviating Data Management and Analytical Challenges Using A Cloud-Based Approach
Rishabh Shetty
Ask me how I help growth/marketing leaders execute GTM strategy to fill the sales funnel with marketing leads that covert into new sales opportunities!! ?? || Growth Acceleration Expert
For marketers to truly harness the power and efficiency of people-based marketing, they must first get their data house in order. Jon Regan, Senior Director, Technology & Data Management at Merkle, discusses the benefits of a cloud-based data management solution that can consolidate every brand's disparate data collection for maximum utility.
In today’s environment, marketers and their analytics teams are charged with addressing many demanding tasks. Their challenges include reaching the right audience, personalizing the customer’s experience, and determining how much budget to allocate to digital and traditional channels. Time and time again, I see brands placing a lower priority on one key enabler of people-based marketing: the ability to centralize all the marketing data in one location. As more data (site analytics, digital media, search, CRM, third party, etc.) is readily available, this often causes teams to struggle with not only the sheer volume of data, but also identifying a single place to house it.
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The Solution
The best way to address these issues is straightforward and requires two key pieces:
1. A centralized storage platform that enables querying across data that comes in all types and sizes, such as:
- CRM data that contains your customers
- Campaign data from previous customer outreach programs
- Feeds from your digital touchpoints (media campaigns and site)
- Ad hoc data (e.g., one-time trade show lists)
2. Access to and ability to leverage cloud technologies:
Cloud has helped to revolutionize the data storage model and lowered the barriers of entry to all sized marketing teams. No longer does a marketing team need to address the challenges with on-premise data storage and analysis tools that are often expensive to procure, take several months to install, and require several years of contractual commitment. With cloud, as your data needs grow, the technology scales. If you need to pivot direction, there is no long-term investment in lots of hardware and software that you are stuck paying for.
Disconnected data causes big problems for many marketers, which can hold teams back from building an easy-to-use view into their customers. The good news is, no challenge is so daunting that it can’t be overcome.