Session Recap
Filling in the Gaps: Building Smarter Campaigns With Better Data
September 29, 2020 — To do martech right, we can all agree: it’s all about the data. Our September Martechify session featured a conversation with marketing leaders, Delci Organ of Nokia, Joe Quinn of NI, and Luke Mortensen of PayPal, on how to navigate, organize, and orchestrate powerful full-lifecycle data flows.
Featured experts
Big data, bigger data flows
With access to big data, organizations expect better campaign results. But the challenge is achieving a seamless flow of data across all platforms within an organization’s martech stack.
In order to effectively tackle data orchestration, we must look at the big-picture goal. During the session, we mapped out the approach below for a visualization of a data flow. Harnessing data requires identifying data points within an automation platform and determining how to feed the automation.
Destination: Well-harnessed data
The expected result of well-harnessed data is to provide better insights for campaign optimization. Some buzzwords from the discussion that were used to describe well-harnessed data:
- Connected
- Curated
- Accessible
- Efficient
The road to get there…
The road to get to well-harnessed data can present a variety of challenges:
- Data mess: Cluttered data that may be unorganized and unreliable; no roadmap nor clear method of data infrastructure
- Data silos: Data that is only accessible to one department in an organization; people resources are not structured to support advanced data orchestration
- Decisioning islands: Collected data that is kept separate and isolated; no full view of the customer journey
- Data overload: Too much data; data architecture might not be designed to scale for higher volumes
Advice from our experts
Each expert demonstrated ways to resolve the data challenges captured above. Here’s how they summed up their advice on achieving seamless data flows:
- Start with the end in mind and think about evolution. The end goal of harnessing data should not simply be a status report; it should be to inform strategic decisions that will clean out the data clutter.
- Build a data roadmap to ensure that Marketing and Sales are aligned, and keep track of any changes.
- Gather constant feedback from customers. Make sure you’re following up and closing the loop to connect all data points.