When customers interact with your digital properties, such as your brands' websites or mobile apps, they implicitly and explicitly provide you with actionable information about their tastes, preferences and intent to transact. This information can significantly help you nurture and convert them from leads to customers, and from customers to advocates. You just might not know where all this data is, how to access it, how to analyze it, and, most importantly, how to activate it.
This is where the marketing technology stack comes into play. By using a set of marketing tools and technologies that help you collect, own and activate data, you can finally achieve one-to-one marketing and boost your revenue and market share. This omni-channel user data can come from everywhere: website interactions, viewable ad impressions, email opens, social media engagements and even data from offline sources, such as point-of-sale, call centers, CRM, BI and so on.
As you can imagine, successful implementation of the marketing technology stack calls for serious coordination among many moving parts. Specifically, you need to ensure that the right technologies are being tapped at the right time, and that the customer data model is well defined and actually implementable. In this slideshow, Boaz Ronkin, vice president of product marketing, Ensighten, examines each of the eight layers that make up the marketing technology stack.
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