To ensure that data is kept up to date , it is necessary that it is exchanged regularly - ideally in real time - between the marketing systems involved. This requires suitable interfaces. And ideally, these are not file transfer interfaces (such as exchanging CSV files via SFTP servers), as these are not particularly suitable for exchanging data in real time. The solution is RPC interfaces such as web services (SOAP, REST, etc.). However, there is a Babylonian confusion here, as web services are even less standardized than the CSV format. Although one or two providers advertise "standard interfaces" for certain products, experienced practitioners know that they cannot be put into operation without detailed specifications and configuration.
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Of course, with monolithic all-in-one marketing solutions, the need for interfaces is lower because the data is exchanged internally. But every marketing department has at least one special solution that still needs to be connected via an interface, so this issue cannot be ignored.
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There is still the issue of accuracy : duplicates and incorrect or missing information can lead to the wrong people being addressed or the right people being addressed incorrectly. And if the data is outdated, incorrect or missing, a marketing campaign is often counterproductive:
Who hasn't experienced the repeated pop-up request to subscribe to a newsletter even though you've already subscribed to it, the happy birthday message when it's not your birthday, or coding errors that replace umlauts in your name with special characters. The height of counterproductivity, however, is retargeting for products that have already been purchased, which begins with tracking through advertising banners and ends with a special offer that is significantly cheaper than the original purchase. So buying frustration instead of buying enthusiasm is the result of marketing automation!
It is important for the correctness of customer panama number dataset data that a marketing system is defined as the leading system ("master"). This is usually a CRM database. All dependent systems must synchronize their data with this leading system, and the latter determines which version of the data is correct in the event of a conflict. Depending on the volume of data in the leading system, it is advisable to add a data warehouse (DWH), i.e. a type of data warehouse in which all customer reactions are stored in detail and which are linked to the customer profiles in the CRM database via unique customer numbers.
In the next part, you will learn more about the relevance of technical reporting and commercial controlling in relation to successful marketing automation.
In the first part, I explained why the pious wish for marketing automation often fails in practice. The reason for this is the four challenges that are crucial for successful marketing automation and are usually not adequately met:
1. The quality of customer data
2. Technical reporting
3. Commercial controlling
4. Empathy for the customer
After the point Quality of Customer Data , the points Technical Reporting and Commercial Controlling follow .