The Hidden Costs of Data Friction

For many marketing teams, shipping customer data back and forth to their ESP’s marketing cloud is a way of life. It’s how they have to operate to execute personalized messaging campaigns that get results. But hidden in all that data movement is something unavoidable: cost. The extra time and resources expended in this effort lay an intangible cost at the feet of enterprise organizations. Or, at least, it was intangible. This new survey from The Relevancy Group puts concrete figures on the high price of data friction and the marketing cloud disconnect, so big brands can better understand the real costs behind the legacy ESP workaround.

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