- Unless we can connect the activities of a prospect as she progresses across our many channels (web, email, social, search, events…) we’ll never really know what role each channel plays in creating revenue.
- Until we can connect our web analytics to our marketing automation and CRM, we’ll never see the whole customer journey so we can optimise our activities.
- Until we can use the insight harvested in one place and deploy it in another, we’ll be stuck looking at the world through a collection of toilet-roll tubes.
Data fragmentation is the B2B challenge of the moment.Data fragmentation is the elephant that stands between you and accountability. And the marketing teams that make progress first (like the first brands in their market to have websites or the first to do content) will take a giant leap ahead of their slower, dumber rivals. Not just a leap in marketing productivity and effectiveness – a leap in market share.
Solving data fragmentation won’t be easyAttacking this problem will be harder than the obstacles you’ve overcome so far:
- B2B marketing data is notoriously messy and unstructured (even worse, it’s multi-structured, with each application using its own unique data schema).
- There’s more of it than ever before – as we collect clickstreams, social feeds, transaction logs and sales interactions.
- No one platform unites everything – no matter what the Marketing Cloud vendors tell you.
BTW – The remarkable marketing team at one of our clients, Informatica (led by Franz Aman) is way, way ahead on this front. They’ve captured their journey in a blog series called Naked Marketing: A Big Data Marketing Operations Odyssey and a proper book-book called The Marketing Data Lake that we talk about in this post.