Enterprise B2C marketers understand better than most the importance of having a clean and organized customer database. And with the massive amounts of data they’re dealing with, getting it to a point where it’s consolidated and easily accessible for marketing purposes can be a heavy, expensive lift.
Once your company has invested in the tools that can make that happen, though — whether that’s partnering with a modern data warehouse (like Snowflake, BigQuery or Redshift) or building out your own solution internally — how does your ESP fit into the data conversation? If you put all the time, money, and effort into organizing all your data, will your ESP be ready to help you take advantage of that? Or will it just stand as another obstacle that continues to make it difficult to fully utilize the tools you now have?