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Data Management platforms for Marketing 2021 (USA)

Posted on Wednesday, 09 June, 2021  01:42
Expires on Friday, 10 June, 2022  01:42
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Data Management platforms for Marketing 2021

 

The average enterprise organization utilizes 91 marketing point solutions. This explosion in technology and channels has led to an explosion in data tied to each platform and channel, which is incredibly difficult to manually process. Any successful data management tool for B2B will have to be able to pull data from CRM and Marketing Automation to the content management system/website and automatically make sense of it. This means a successful data tool must be able to add the intelligence and insights to any system or data management platform where sales and marketing need it to deliver a connected experience. It should be driven by AI and not just rules-based.

 

Data tools need to be able to do more than respond to rules to make sense of all our data. AI can help make sense of historic data to predict the likelihood, for example, of an account converting or a deal closing. It can also take a profile and compare it to a wider set of data to flag lookalikes, or search out topic or concept patterns to separate the signal from the noise.

 

There are a few tools that are helping to address this problem. Historically we’ve focused on cleaning up individual systems with platform-specific data tools (e.g. Data.com for Salesforce). Master Data Management (MDM) platforms provide robust, albeit sometimes complicated, solutions for data governance and stewardship. Some larger, more well-resourced teams use Data Lake technology and build integrations and AI applications in-house. But Customer Data Platforms are becoming an increasingly popular new packaged solution that can automatically take care of many sales and marketing data processes for you.

 

For more such updates, check Out recent

 
 
<p dir="ltr" style="text-align:justify"><strong>Data Management platforms for Marketing 2021</strong></p>

<p>&nbsp;</p>

<p dir="ltr" style="text-align:justify"><span style="background-color:transparent; color:rgb(0, 0, 0); font-family:arial; font-size:11pt">The average enterprise organization utilizes 91 marketing point solutions. This explosion in technology and channels has led to an explosion in data tied to each platform and channel, which is incredibly difficult to manually process. Any successful data management tool for B2B will have to be able to pull data from CRM and Marketing Automation to the content management system/website and automatically make sense of it. This means a successful data tool must be able to add the intelligence and insights to any system or </span><a href="https://www.martechcube.com/as-long-as-data-management-is-broken-so-are-most-marketing-tools/" style="text-decoration-line: none;"><span style="background-color:transparent; color:rgb(17, 85, 204); font-family:arial; font-size:11pt">data management platform</span></a><span style="background-color:transparent; color:rgb(0, 0, 0); font-family:arial; font-size:11pt"> where sales and marketing need it to deliver a connected experience. It should be driven by AI and not just rules-based.</span></p>

<p>&nbsp;</p>

<p dir="ltr" style="text-align:justify"><strong>Data tools</strong><span style="background-color:transparent; color:rgb(0, 0, 0); font-family:arial; font-size:11pt"> need to be able to do more than respond to rules to make sense of all our data. AI can help make sense of historic data to predict the likelihood, for example, of an account converting or a deal closing. It can also take a profile and compare it to a wider set of data to flag lookalikes, or search out topic or concept patterns to separate the signal from the noise.</span></p>

<p>&nbsp;</p>

<p dir="ltr" style="text-align:justify"><span style="background-color:transparent; color:rgb(0, 0, 0); font-family:arial; font-size:11pt">There are a few tools that are helping to address this problem. Historically we&rsquo;ve focused on cleaning up individual systems with platform-specific data tools (e.g. Data.com for Salesforce). Master Data Management (MDM) platforms provide robust, albeit sometimes complicated, solutions for data governance and stewardship. Some larger, more well-resourced teams use Data Lake technology and build integrations and AI applications in-house. But Customer Data Platforms are becoming an increasingly popular new packaged solution that can automatically take care of many sales and marketing data processes for you.</span></p>

<p>&nbsp;</p>

<p dir="ltr" style="text-align:justify"><span style="background-color:transparent; color:rgb(0, 0, 0); font-family:arial; font-size:11pt">For more such updates, check Out recent </span><a href="https://www.martechcube.com/" style="text-decoration-line: none;"><span style="background-color:transparent; color:rgb(17, 85, 204
 
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