When it comes to sending sophisticated, personalized messaging campaigns, the quality and depth of your customer data is going to drive everything. If your data is comprehensive and organized in a way that’s accessible to your marketing team when they need it, your cross-channel messaging results will likely reflect the work and resources you put into that. If not, though, the likelihood is high that you’re lagging behind your competition when it comes to delivering campaigns that your customers look forward to seeing in their inboxes and on their phones.
So what if you have a good deal of customer data, but there are gaps that are preventing you from executing the level of strategy that you want? Our recent webinar with AnalyticsIQ looked at how their data asset can help you fill in those critical gaps, allowing you to know your customers better than you ever have in the past. And the better you understand who your customers are, their desires and motivations, the more targeted you can be with the messages you send them.
Our exclusive new research into the enterprise marketing experience with modern data warehouses (MDWs) uncovered lots of interesting information about how those relationships are working from the marketing side. While the general tenor was quite positive, we received a wide variety of responses to our questions, as one would expect.
But the most consistent, resounding response came to our question about benefits to working with an MDW. No matter the size of the organization or their responses to other questions, enterprise marketers overwhelmingly said that they saw the benefits from having their data in an MDW.
Nearly every week this year, we’ve published another blog post, on a variety of topics revolving around the email marketing world. We strive to be authentically helpful, providing content that informs and advises, trying to draw on our collective experience in the industry to help you become a better, more data-driven marketer.
Over the course of the year, some blog posts stood clearly above the rest when it comes to web traffic and popularity. Sometimes, we can see clearly why one stood out to readers, but sometimes it’s harder to tell why one gained more attention than others. So, we thought it’d be interesting to dig into the data and pull out our five most read blog posts from the year that’s soon coming to an end.
Imagine a “hottest martech gift” list for marketers. With more than 7,000 marketing technologies to choose from, which ones would rise to the top? Which martech vendors deliver best on their promise to give marketers that coveted, almost magical, ability to deliver the right message, to the right people, at the right time?
As the martech landscape continues to expand, one category has grown particularly fast. In the first half of this year alone, 19 new vendors entered the customer data platform (CDP) space, including Adobe, Oracle, and Salesforce. In fact, the growing popularity of this category — and growing market confusion over what specific vendors mean by “CDP” — prompted the CDP Institute to create clarity with the RealCDP Certification.
For enterprise marketers, the dream when it comes to cross-channel marketing is to be able to easily access and utilize the data they have to deliver campaigns that feel personalized to the individual customer. But what’s been clear for some time is that’s a dream that’s rarely realized, with data hard to get out of various sources and nearly impossible to reliably get up to the ESP’s marketing cloud in order to build out those targeted campaigns. Response time lags, data feeds break, security is questionable, and everything’s often just generally a mess.
If this sounds familiar to you, you’ll want to watch for our upcoming research report, examining our Q4 survey in which we examined marketers’ experience with modern data warehouses, looking at the challenges and benefits they’ve encountered from their investment in consolidation and access for their customer data with a modern data warehouse.