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Research: The benefits are clear with modern data warehouses

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 respondent (95%) said an MDW has improved their overall messaging engagement, and 88% said it’s provided a benefit to their customers, with more than half describing that customer benefit as “significant.” These were striking numbers. Getting a group of marketers from various industries and seniority levels to agree so strongly on virtually anything can seem impossible. So what was it about the MDW experience that made the benefits so clear?

We dug a little deeper and asked these marketers about specific benefits, and what they felt like was most impactful for them. Digging into those, here’s a bit of analysis as to how the MDW is able to provide these particular benefits:

26%: More flexibility in how they use their data

Because the MDW provides the capability for a consolidated view of your data repository, it allows for near-infinite flexibility when it comes to how to query, understand, and use it. All the silos are eliminated, and all the data you’ve collected is now right at your fingertips, ready to be utilized for building personalized campaigns to your customers.

22%: Greater security for their data

Every time a prominent brands’ data breach hits the news, it’s clear that most companies are limited in their ability to have truly secure data, and are almost certainly vulnerable to some extent. If you keep your data on premises, that responsibility is 100% yours, requiring careful, thorough work to maintain. But because MDWs serve so many customers and can put their full focus on flexibility and security, they’re able to put the resources and attention required to keep your data as secure as possible.

20%: Gaining a 360-degree view of their customers

In order to fully understand each customer so you can deliver the sorts of personalized marketing campaigns that get results, connecting all your data sources into one cohesive environment is essential. That’s one of the main benefits of the MDW — consolidating all that data where you can quickly access it and understand it so that each customer is more of an individual than a generic profile.

19%: Significant reduction in time spent accessing and processing data

When those data silos are gone and you have an MDW dedicated to making your data work for you, the time and resources you have to devote to getting that data to a place you can use it reduce greatly. With greatly reduced query times, quick ingestion of new data, and a lot of the historical data clutter gone, Your MDW is built with the purpose of making all your data easy to reach and utilize for everyone on your marketing team.

14%: Improved audience segmentation and personalization

This all depends on how well you use the MDW and what your goals are as a marketing team, but this can easily be one of the end results of putting all that data in one place. You can access the data more quickly and easily. You know the customer better because all their behavior and other data is flowing into the same place. And you can now use all that to make better decisions, and build campaigns that your customers will look forward to receiving.

Jeff Haws

With 20 years of experience in journalism and writing, Jeff brings an expertise in producing impactful content, identifying audiences, and writing in a way people will want to read. He’s focused on helping businesses better understand who it is they’re talking to, and helping them reach those people via the power of words.

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