Data Centralization


A centralized location for customer data that marketers can pull from in order to be effective with their cross-channel messaging campaigns. Centralizing data integrates seamlessly and empowers marketers to use all of their data for marketing instead of forcing them to be selective with what to use.

Centralized marketing data allows a more streamlined approach among marketing team members.  Instead of sectioning off among multiple departments, everyone uses aggregated data together to create a more comprehensive strategy, whatever the need. Pulling in data from multiple separate sources causes challenges when you’re trying to better understand your customers’ behavior and sales activity.

What does centralized marketing data look like?

In practice, centralized marketing data creates a cohesive pipeline that prevents data fragmentation and discrepancies.  Data is stored in a centralized fashion that allows for all teams interested in marketing data to examine the same source. 

What are the advantages?

There are several advantages to incorporating centralized marketing data, including:

  • 1 view of your data, no time consuming aggregating
  • Improved data integrity
  • Faster, more granular reporting and greater ability to scale
  • Greater autonomy for the marketing team, without having to pull data from other sources for a complete picture 
  • Increased ROI on marketing campaigns

How to centralize your marketing data

Centralizing your marketing data requires a seamless integration among all of your existing platforms and databases. Invest in the right foundation to create a data stack that really works.

At its most basic, centralizing your data looks like this:

  1. Launch a data warehouse: This allows you to keep all of your data in one centralized location.
  2. Clean up raw data: Extracting and transforming data from all of your current marketing channels into a uniform format. This gives you the best data analysis abilities. 
  3. Visualize data: Understand what your data means with tools that can tell a story about your customers and their interactions. 

The true picture is a bit more complicated and comes down to your MarTech stack