Data integration is quite possibly one of modern marketing’s best-kept secrets. With the power to save you time, increase efficiency and improve your customer experience, it’s hard to believe that more marketing departments aren’t making full use of the tactic.
Marketers are using an average of 12 tools to carry out their campaigns, with some using up to 31 - this can be overwhelming when applications are disconnected from each other, making full-picture marketing nigh-on impossible.
The problem we have described here is commonly known as a data silo, and data integration is the key to solving this issue for businesses. What is data integration? Data integration involves taking data from multiple disconnected sources and combining it to create a unified view. The product of integrated data enables users to understand their business operations, customer journeys, and market trends on a self-service basis.
What is Data Integration Strategy?
Data integration can:
Deliver valuable insights and enhanced Business Intelligence (BI)
Save time by removing the need to create manual reports
Reduce human error by eliminating the need for manual data entry
The wealth of technical expertise required to fully understand the topic of data integration can be daunting, especially to marketers that are new to data handling or businesses in the early stages of digital transformation.
In this guide, we keep things marketer-friendly (like everything we do at Hurree) by focusing on the data integration technique that best meets the needs and common goals of the marketing function: application integration. We also delve into broader data integration strategy and discuss why it is vital to modern marketers who are striving to deliver omnichannel experiences for their customers.
Lastly, we cover four best practice pillars for data integration success:
- Method Evaluation
- Organisational Readiness
- Data Governance
So, if you’re ready to transform your marketing with the help of unified data, download this free guide today:
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