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.
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.
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:
The road to get to well-harnessed data can present a variety of challenges:
Each expert demonstrated ways to resolve the data challenges captured above. Here’s how they summed up their advice on achieving seamless data flows: