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Data: The Key to Getting the Full Benefits of Your Marketing Technology (MarTech)

By July 16, 2020 No Comments
Data: The Key to Getting the Full Benefits of Your Marketing Technology (MarTech)

As a marketer, you understand the power of data. You know that using data to inform your marketing campaigns delivers a deeper understanding of your customers, highly personalized content, and a clear picture of how your campaigns are performing.

In order to make the most out of your data, you’ve likely looked into or have already added marketing technology (MarTech) software to your toolkit. MarTech can include anything from marketing automation tools, CRM, your website, analytics tools, and more.  The image below highlights the thousands of marketing technologies on the market today. Overwhelming, right?

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2019 MarTech Landscape

2019 MarTech Landscape. Image source: chiefmartec.com

The MarTech solutions above can help you:

  • Automate manual processes
  • Uncover customer insights and opportunities
  • Build better relationships with your target audience
  • Measure the effectiveness of campaigns, events, or programs
  • Improve overall marketing performance

However, even with the best MarTech in place, many marketers fail to see the full benefits.  Many times the culprit is the data these technologies rely on to work effectively.  If your data is decentralized, difficult to access, in different formats, etc. these technologies will not produce the results you expect.

Luckily, there are many solutions to improve marketing data management. Cloud-based data warehouses, customer data platform (CDP), and data management platform (DMP) are a few common options. The question is: how do you know you’re choosing the right solution to meet your needs as a marketer?

It can be especially hard to determine whether a particular solution is right for your business when the sales pitch is riddled with data management and analytics jargon.

A Data Management “Dictionary” for Marketers

To help guide you through the world of data and analytics from a marketing perspective, we’ve worked closely with marketing leaders to create a series of blogs to clarify the major terms, acronyms, and technologies you might encounter on your next data project. Whether you’re familiar with some of these terms or not, we’ll help deepen your knowledge by citing real-world marketing examples.  

In this series of blogs, we’ll cover the following topics and including straightforward definitions, why they matter for marketers, and real-world marketing examples.

  • Data
  • Structured Data
  • Unstructured Data
  • Data Sources
  • Data Ingestion
  • ETL vs. ELT
  • Data Pipeline
  • Data Storage Options
  • Business Intelligence
  • Real-Time Analytics
  • Embedded Analytics
  • Artificial Intelligence
  • Cloud vs. On-Prem
  • Customer Data Platform
  • Custom Development

With these blogs at your disposal, you’ll have a clear understanding of modern data and analytics terminology, technology, and the revenue boosting possibilities.  We hope you enjoy this series and please reach out us and let us know if there are other terms or concepts you’d like to better understand. Follow us on LinkedIn to get notified as these blogs are published.

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