Putting Big Data to Work for Marketing – Finally We Can Connect All the Dots

Every time blogger Scott Brinker updates the Marketing Technology Landscape graphic, in which he lists all the vendors of marketing applications, I need to zoom in to decipher all the logos (1,876 vendors in 2015!). I can’t wait to see what 2016 will bring!

Clearly, there is plenty of technology out there and many businesses feel they are “just one app away from greatness.” Most of these apps are only good for one thing: they take a siloed and partial view and they don’t integrate naturally with anything else. The result is like looking through 15 straws to make sense of the objects in the pool below. Although we, at Informatica, didn’t quite feel we were “one more marketing app away,” we did know that we couldn’t win the war with a siloed view of data.

The analytics available in many of the available marketing apps have gotten quite good, yet most marketers still struggle with answers to questions like:

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1.      Which channels are driving the most net-new names that eventually convert into customers and revenue?

2.      Who are all the members of a buying team we need to influence to have the deal go our way?

3.      What is the value of the different marketing touches that eventually lead to not just an opportunity or pipeline, but revenue, both booked and banked?

It is easy to understand impressions, click-through rates, conversion rates, and cost-per-lead for paid media. But, particularly in B2B, when you run your trusted Salesforce pipeline report and filter for paid media as the lead source, often the resulting number looks disappointingly small.

Rarely will paid media be the last touch of a lead that converts straight into an opportunity. But how do you get a view across all the marketing systems and connect the dots from bid management and tracking (like Kenshoo or Marin), to the Web (like Google or Adobe analytics), to marketing automation and database (Eloqua or Marketo), to CRM (Salesforce, etc.)? Now add in the influence of targeting and personalization on the Web and in email, offline events, etc., and the struggle to get to an integrated view becomes enormous.

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Most marketing organizations today (52%) cite integration of technologies as their most challenging obstacle to marketing success.

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