Part One of our two-part look at the data technology required to support modern customer experience programmes. Marketing technology is a hot discussion topic at a senior level in most enterprises, particularly between CMOs and CIOs. A common question that comes up from the IT side in these discussions is “Why do I need yet another data platform?” In reality, that’s the wrong question because: IT does not need another data platform, Marketing needs a dedicated one.
Customer Data Platforms and Programmatic Media
How CDPs can work with Demand Side Platforms
The limitations of Data Management Platforms
Marketing automation platforms and programmatic media
How a scientific approach to web personalisation can deliver significant positive returns for marketers. Learn about:
* The differences between a traditional marketing approach and a scientific approach
* The common pitfalls of deploying web personalisation programmes
* How Customer Data Platforms can contribute to success
Email Marketing and AdWords for the first time made it possible for Marketing to measure the effectiveness of marketing at an individual level and to calculate true marketing ROI. Find out why your organisation must own its marketing data.
Everyone’s talking about the power of ‘BIG’ data to drive a better customer experience and add relevant personal touches to marketing campaigns, but some large enterprises are struggling to grasp this opportunity.