Seven Data Obstacles You Need to Overcome to Drive Cross-Channel Marketing

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Obstacle #2: Data quality

Data quality refers to the completeness and accuracy of the data elements present in each record. Bad or missing data can plague integration processes by creating processing errors that then require manual intervention to repair. Data problems become viral through integration, propagating from application to application. Ultimately, they result in escalating costs and bad customer experiences.

Solution: Assess a reasonable sample of records from each application and manually verify the accuracy and completeness of the records to get an understanding of any issues. You can then build assessment and correction right into your integration processes by including rules that perform data validation checks and resolve any issues through predefined processing rules.

Customers interact with businesses through multiple channels – and are incessantly bombarded via email, social media, direct mail and broadcast media. To keep up with the ever-changing landscape for creating and keeping customers, businesses need to leverage real-time customer data to drive targeted and personalized cross-channel marketing. By taking the intelligence gained about any prospect or customer – at any point in the relationship – and leveraging it in their ongoing marketing dialogue, organizations are able to better target and engage their consumers by making all interactions seamless and relevant.

Given that the data and information about customers is typically spread across multiple customer-facing systems, leveraging all of the data in a unified fashion across all marketing and sales channels can be elusive for most companies. Each marketing channel and each customer-facing system's platform has its own infrastructure, its own database, and its own information management. The integration of these various data sources – especially customer relationship management (CRM), enterprise resource planning (ERP), marketing automation and social media – is key to rising above the noise, achieving effective cross-channel marketing and driving business growth.

In this slideshow, Scribe founder Peter Chase outlines the seven obstacles to integrating customer data across various sales and marketing applications, as well as ways to overcome them.

 

Related Topics : APC, Resellers, Data Replication, Extract Transform and Load, Structured Data Integration

 
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