For many enterprise marketers, shipping and syncing customer data with their ESP’s cloud is just considered one of the inevitable — annoying but inevitable — parts of sending personalized campaigns. What else can they do? They have to use their ESP to build campaigns, and the data has to get out to them somehow. For large brands, that means copying the segment of data they need, shipping it out to their ESP’s marketing cloud, and using that copy to personalize their communications.
But all of that takes work. It requires someone’s time to replicate that data and sync it with the cloud. There’s the time spent waiting for the sync to complete, and the time spent dealing with triggered campaigns sending confusing messages based on outdated data. And there’s the fact that you’re paying to store the same data twice — once in your own database, and then again in your ESP’s cloud. Those are just a few of the costly problems with this process.