10/12/2021
Time for a MarTech Tune Up?
Being able to capture a complete view of the customer and to position that data internally so you can understand the customer’s journey across touchpoints continues to be one of the biggest challenges for marketing and data science teams. But what if you could do that and more? What if you could enable your customer touchpoints with the ability to react and influence the customer’s experience automatically in real-time based on easy to setup AI/ML capabilities. Well, now we are approaching the holy grail!
We are all aware that a massive amount of customer data gets generated across the enterprise and that there is inherent value in mining that data for future use. That is, if you can. Being able to get this data in the hands of the marketer or marketing technology at the right time to impact the customer’s experience is elusive even for the largest of companies. And now, marketing departments are being asked to do even more with even less. Less resources, less funding and less time between due dates. New findings from the Gartner Marketing Technology Survey in November 2020 reveal that:
”Nearly 60% of marketing technology leaders expect moderate to severe cuts to their martech budgets as a result of coronavirus-related disruptions.”
These cutbacks, coupled with the fact that retention and new business customer marketing is more important than ever, makes it even tougher on marketing, data science and IT departments that support these systems.
Are customer data platforms the answer?
Technology can certainly help streamline processes, eliminate manual steps, expand reach and optimize customer interactions. And the technology is getting better and better on the daily. Do you have the right marketing technology in place? Is it outdated? Is it too complicated? Are you overspending on tech and under utilizing? Knowing what technologies are the right fit for your needs, your internal systems, your budget, your internal skill sets and the rapidly changing marketing ecosystem is ultra important.
That’s where Solvenna comes in.
We commonly work with clients through business challenges such as:
- How do we make our marketing data easier to access and use
- Should we have a Customer Data Platform (CDP)?
- Is a CDP the same as Master Data Management (MDM)? Data Management Platform (DMP)?
- What are a few of the best software options for our company?
- Why is it so hard to get at my customer data?
- Is simplified analytics a real thing?
- Should we outsource to a marketing service provider or should we do it ourselves?
- How can we begin doing real time personalization on our website without a big investment?
- What do we need to do about consumer data privacy?
- Is there value in packaged software or should we custom code a solution?
- What are the pros/cons between ActionIQ, Algonomy, Blueshift, BlueVenn, RedPoint, Salesforce, Segment, Selligent, Tealium, Unica and other key marketing technologies?
These are some of the things we will help you address and quickly. There is no one size fits all solution in this space…not yet anyway. Salesforce is getting close through their acquisition sprees, but they are not always the optimal solution for every situation.
Solvenna can help you assess all the various options, create a plan for improvement and execute. We focus our internal R&D on keeping up with the latest trends across the rapidly evolving marketing technology landscape. We do that, so our clients don’t have to. We then work with our clients to assess their environment, their needs, the capabilities they are trying to implement and we overlay our industry best practices to collectively outline a pragmatic actionable go forward plan of attack.
Send us a message for a FREE in-depth conversation about the issues and challenges marketers face when they look to CDP systems to support customer growth, reach and retention goals. Solvenna can help demystify the CDP category and clarify similarities and differences between CDPs and overlapping technology categories.
