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The importance of data integration in digital marketing

  Data integration means combining information from various sources into something useful, but with the rising importance of data science and data analytics, web marketers are challenged to adopt data to drive their marketing strategies. Digital marketers have moved from a campaign driven to a more customer-centric approach, it is moving faster than most marketing professionals can even anticipate, so it’s crucial to understand that the processes around it are changing, too. It’s about efficiently managing data and making it available to those who need it, data is the reason why digital marketing has become more cost-friendly than traditional marketing. 

For many businesses data has become their most valuable asset as organizations are active on so many platforms. Marketers are already working with an overwhelming increasing amount of data, it has given us the ability to analyze each step of your marketing progress and base your strategy on experience rather than gut intuition. Data integration becomes important to utilize the value of customer data, companies may have plenty of data but it is often messy, unstructured, and out of place. 

Integrating data sources and marketing technologies will be vital for companies and it refers to strategies built on data obtained from customer engagement and interaction. CRM integration, Measurement and optimization, Multichannel marketing, and real-time personalization are other areas where data integration is important. Data carries insights with itself and when integrated the right way, it can bring plenty of benefits to the business. Whether B2B or B2C, to successfully deliver relevant customer experiences and drive accelerated sales revenue. 

The data is analyzed to understand customer behavior and predict future trends. Companies should take more time when buying marketing technology to consider how well it integrates with your other existing technology. However marketing data comes in large amounts and it never comes ready to use. Marketing is responsible for attracting, engaging, converting, and retaining audiences, and marketing strategy include understanding the data you have, building a path to gain more insights. So it is important to integrate the necessary data to start to fill the gaps and it needs to be handled in a way that is harmonized, stripped of various formats, and complete. 

To scale marketing’s performance and impact, a connected view is needed to evaluate which programs, channels, campaigns, audiences, etc. are best driving their strategic goals. Consumers and marketers can be benefited when businesses integrate data into their Digital marketing strategies. Measure the benefits to justify making this a continuous improvement process. Missing data can distort the insights that are being derived from it as marketing is the future of any organization and data integration is the future of marketing. A lot of current marketers understand the importance of this data analysis but most businesses do not even have a real-time single customer view and can have a negative influence on decision-making. ERP and CRM systems are a good place to start integrating data to extract the maximum benefit from the data available. The next best thing is to use a cut-down customer profile for real-time applications and make sure that your data is clean and consistent. 

Your CRM solution fuels your organization with new business and allows a company to understand who its users are and what are they expecting. Use data fusion or segmentation techniques to link disparate datasets, having one location for all harmonized data is another important ingredient in the integration process. ERP system allows you to manage and drive your business around obstacles this gives marketers the ability to create content which touches their customer on a more personalized level.  

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