Data integration, key to better marketing
Posted: Tue Jan 21, 2025 10:20 am
Lack of data integration makes it difficult to gain a holistic view of the customer journey. Find out how to gain competitive advantage and improve your marketing with it.
As is well known, purchasing or establishing contact within a customer service can be done through very different channels. This is a very common situation in all kinds of areas, from purchases of any kind to service contracts. And, whatever the scenario in which the customer moves - from a smartphone or tablet to their presence in the physical store to make the purchase, for example - it is necessary to have integrated systems that offer us a single version of reality.
To achieve this, solving data fragmentation and other problems that prevent a holistic view becomes a priority. Without this integrated view of data, it will be difficult, if not impossible, to obtain an overall view of the customer journey, with the loss of interaction opportunities that this entails.
Data integration and cloud environments: How to dentist database out of this crisis and anticipate future ones
Data, a competitive advantage
Along these lines, according to a new study by SAP and the CMO Council , the customer journey is a key aspect that can give brands a competitive advantage, both through understanding the purchase intention and making strategic decisions to encourage consumers to move along it.
However, gaining a holistic view of the customer to access these insights remains a challenge for organizations, according to the study. Titled “Context, Commerce, and Customer Service: Best Practices for Exceeding Expectations,” the paper notes the importance of integrating customer data with marketing software , such as marketing automation or CRM.
The necessary effort of integration
Having real-time knowledge of all the points of impact and interaction in the customer journey in order to offer a better shopping experience that increases sales and helps build customer loyalty is possible thanks to the increased measurement and monitoring capacity achieved in integrated environments.
According to the report, having a comprehensive view of the customer offers highly advantageous visibility into the journey, but achieving this represents a challenge that only data integration can solve . It also points out that the data used must be of high quality in order to have the most reliable view possible.
As is well known, purchasing or establishing contact within a customer service can be done through very different channels. This is a very common situation in all kinds of areas, from purchases of any kind to service contracts. And, whatever the scenario in which the customer moves - from a smartphone or tablet to their presence in the physical store to make the purchase, for example - it is necessary to have integrated systems that offer us a single version of reality.
To achieve this, solving data fragmentation and other problems that prevent a holistic view becomes a priority. Without this integrated view of data, it will be difficult, if not impossible, to obtain an overall view of the customer journey, with the loss of interaction opportunities that this entails.
Data integration and cloud environments: How to dentist database out of this crisis and anticipate future ones
Data, a competitive advantage
Along these lines, according to a new study by SAP and the CMO Council , the customer journey is a key aspect that can give brands a competitive advantage, both through understanding the purchase intention and making strategic decisions to encourage consumers to move along it.
However, gaining a holistic view of the customer to access these insights remains a challenge for organizations, according to the study. Titled “Context, Commerce, and Customer Service: Best Practices for Exceeding Expectations,” the paper notes the importance of integrating customer data with marketing software , such as marketing automation or CRM.
The necessary effort of integration
Having real-time knowledge of all the points of impact and interaction in the customer journey in order to offer a better shopping experience that increases sales and helps build customer loyalty is possible thanks to the increased measurement and monitoring capacity achieved in integrated environments.
According to the report, having a comprehensive view of the customer offers highly advantageous visibility into the journey, but achieving this represents a challenge that only data integration can solve . It also points out that the data used must be of high quality in order to have the most reliable view possible.