How to see past the promises of advanced data management and get what you need
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Adopting a cloud solution is about as easy to grasp as quantum physics, but it’s become a necessity as marketers grapple with a fragmented consumer landscape: People are interacting with brands at physical stores, online, via voice, over the phone, in-app, chat, email and on social. Data across these channels has historically existed in silos, which is not ideal for brands trying to figure out who their audiences are and how to best serve them.
Brands need better tools for data management, says Mark Wagman, managing director at MediaLink. These tools collect, store and analyze first-party data as it applies to both known and unknown customers; develop and manage creative; create smooth user experiences; and provide analytics capable of measuring web, media and commerce.
“As the lines of advertising, marketing and commerce blur, cloud platforms are making key investments based on a bet that a more integrated customer acquisition, retention and conversion strategy wins in the long run,” Wagman says.
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