gateB AG

Why Integrated Data Matters

The days when customers had patience are long gone. Today, they know you’re tracking their cookies, gathering their data, and creating personas based on the intel they give you. They expect you to have something to show for all that. In other words, their willingness to share data with you runs out as soon as they aren’t seeing results.

What kind of results do customers want? A personalized, consistent experience with your brand. They want to feel known and heard. But if the data you’re gathering about them lives in separate silos, you’re not going to be able to show that you hear them or know them. Because with everything living in different places, you don’t. 

Integrating your data is the key to better understanding your customer and, in turn, delivering better experiences to them. And in 2020, CX is everything. 

Fortunately, integrating your data doesn’t just help you improve CX.

It connects your organization

When data isn’t integrated, it’s extremely common for different departments to gather different pieces of data based on their different priorities. When the time comes for those departments to collaborate or decisions have to be made that affect multiple departments, you run into a challenge. When everyone has different data, it’s fairly hard to all start on the same page. 

When data is integrated and shared organization-wide (with the right user rights, of course), everyone gets a single source of truth. Suddenly, you’re all seeing the same thing. You can move forward together, knowing everyone’s on the same page with the same information.

It enables growth — in the
right direction

The possibilities of the digital age are a blessing and a curse. On one hand, your organization can grow in countless ways. On the other, the options can be overwhelming. Where will implementing change deliver the best ROI? Which areas need to be improved within the next year, and which can wait?

Gathering all of your data together allows you to confidently answer these questions. Knowing that customers always leave your website on the same landing page, regardless of the device they use, tells you that page needs attention, stat. Knowing that your early efforts to optimize for voice search are already paying off across multiple channels indicates that more effort made in that area will probably be lucrative. 

When all of your data is integrated, you have the ability to track and measure. This helps you make the right decisions to help your brand grow.

It makes your tools more useful

Odds are high you have more martech solutions employed than you can call to mind right now. As modern marketers use more and more tools to help themselves pace with today’s fast-moving customer, integrated marketing matters more and more. 

When your solutions don’t have an integrated data source from which they can pull, they’ll only be as useful as the info in their silo. Sure, your website can personalize a popup for your customer, but if you don’t know that they just filed a complaint with customer service about the product they recently purchased, it’s all too easy to push them information that will only leave them feeling unheard and frustrated. 

When all of your tools can use all of your data, they help you deliver meaningful CX. They ensure your customer gets a consistent brand experience no matter at which touchpoint they choose to interact with your brand. And as many of today’s solutions use ML and AI, they get smarter the more data you give them. 

We won’t lie. Data integration is a major task. But your organization doesn’t have to go it alone. Our software integration specialists are standing by, ready to help analyze all of your data sources, determine the best way to marry them, and create a centralized data pool into which all of your teams and all of your martech can tap. 

Ready to get started? 

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