Knowing your customer is all about connecting the dots of information that represent your customer’s “footprint” across the digital spectrum. The more dots you have, the clearer the picture of your customer’s historical behavior, current context, and, most likely, next desire.
This predictive power is the exciting truth of our times and represents why marketing is so rapidly expanding in effect and importance.
Sounds good, right? If that was the end of the story, a marketer’s life would be all rainbows and unicorns. Instead, there are real challenges keeping you from being successful.
What’s Holding Marketers Back
Despite how far technology has come in its ability to analyze and act on data, the single biggest challenge for marketers is the proliferation of data silos, even as we roll out new systems. No, wait—especially as we roll out new systems.
In the rush to bring new data into the game, CMOs will sometimes bypass IT in the name of expedience to get new capabilities that then introduce integration problems. Each effort to better target engagement can create an increasingly complex system that has to be maintained, sucking in more and more resources over time.
Even worse, it becomes very difficult to trust the system’s output when both marketing- and tech-savvy people are needed just to keep the system limping along—it gets continually harder and harder to effectively bring together data from email, social, mobile, analytics, CRM, and—the most recent—most promising technologies.
As marketers struggle to manage data, they tend to ignore the hard-to-get data in favor of trusting easier sources of information. When expediency causes us to start picking and choosing what’s most valuable and leave behind the rest, we work against our own success. And we end up with fewer dots to connect.
Our customers, however, don’t have the same concern. They interact in constantly changing ways, yet still expect a consistent level of experience regardless of their choices and actions. A brand’s reputation is no longer simply its products or services, but also its ability to engage fruitfully with consumers, wherever and whenever. That’s an enormous challenge unless marketing has solved the data silo problem—and few have.
A marketer’s success going forward will be based on the ability to keep data silos from disrupting the customer experience or the organization’s ability to connect the dots. Keep in mind that personalization will only grow more urgent and, at the same time, the number of data sources will increase. Optimizing in that chaotic environment will mean fixing the data silo problem.
To learn more about how to solve the data silo problem, check out TIBCO Engage. We’ve put our focus on helping you connect the dots and engage your customers, wherever and whenever.