Obtaining a single view of the customer has been at the core of marketers’ quests well before the Digital Era. The complete picture of the customer is critical to Marketing’s long-term success, better personalization and segmentation. However, siloed data sources, the ubiquity of mobile devices and the inability to correlate all the disparate information together has turned into a nightmare that haunts digital marketers today.
Data is fragmented and hard to use
At Tealium, we’ve been thinking a lot about what’s beneath this frustration over marketing data and found that it’s pure chaos created by multiple marketing tools and touch-points. We explored this problem more deeply with Econsultancy and found that data fragmentation is a problem that over 72% of marketers grapple with but only 17% of them have a strong ability to combine their data sources to produce as complete a picture of the customer as the data allows. We also discovered that over half (51%) of marketers we surveyed that said for them to succeed in using data, the data needs to be easier to understand and work with across all their programs.
There is a silver lining. In our study, we found that marketers who embrace a unified marketing approach to marketing data experience much stronger results in transforming customer data into action than their peers who are doing nothing to tie their marketing technologies and data together.
The beast can be tamed
Unified marketing is an approach achieved once omni-channel marketing data about consumers, based on their historical activity, is streamlined and consistent. The way to get there is to integrate siloed marketing applications and customer data, using a data layer as the foundational element to the digital technology strategy. A “data layer” is best formed through tag management and data standardization. It is used to unify marketing applications and data, driving out complexity, overhead and creating efficiency, speed and agility for the marketer and their IT peers. The priority and benefit of unifying marketing datasets and applications on a daily basis speaks to the necessity of working with data in clear, unambiguous ways.
Although the path to unified marketing may seem like a treacherous feat, it can be accomplished. With customized unified marketing capabilities in place, marketers can finally bask in the glory of a chaos-free environment where data is organized, tags are managed, vendor selection and deployment is swift and Marketers can unlock their true marketing potential.