If there’s one thing marketers are good at it’s articulating a vision. And when it comes to the vision of what data-driven marketing could and should be – there can be no doubts marketers are heading in the right direction.
Channels working together to guide prospects down the funnel; laser-guided targeting to reach audiences with the perfect blend of attributes, preferences and intent; and crystal ball like analytics to measure and learn from every touch point.
But the gap between this glorious vision and the reality of data-driven marketing can feel more like a chasm. Because in practice, new channels, technologies and data sources have quickly turned into new silos.
And nothing makes an analyst’s life harder than a fragmented, siloed and scattered marketing data layer. Because it means connecting even the most basic of dots is a constant struggle. Throw into the mix the constellation of anonymous interactions taking place across online channels and devices, and the challenge starts to seem insurmountable.
That’s the bad news. The good news is that the solution to these challenges isn’t exactly a mystery.
If phase one of the data-driven marketing dream was all about new channels and interactions with customers, then phase two needs to be about linking all those things together to give analysts the complete customer view they need.
What’s needed is a way to accurately link anonymous data about online interactions with the offline data stored in places like CRM databases.
It’s the necessary next step to turn the glorious vision of data-driven marketing analytics into a feasible, powerful operational reality. And it isn’t even out of reach.
You may not be surprised to learn that we’ve found a way to square this circle. It’s called Customer Link. And it links crucial customer data in privacy-safe way that gives your analysts and scientists the unified view of customer activity they need.
Which means they can do some powerful things.
We’ve written an eBook all about three of these analytics use cases. So if you’re looking for a way to transition from the analytics you’ve got to the analytics you’ve been envisioning, you’ll want to check this out.