Knowledge is power. This old, familiar saying has never been more true than it is today.
Why? Because the sheer abundance of data currently available is so vast, ever-increasing and, honestly, kind of unfathomable.
That sounds like a lot of information to comprehend. Especially for those marketers and business people who regularly work with data. But, when this wealth of data is handled carefully and correctly, the business opportunities are endless.
Humans today create more data than ever before. Consider this from a marketing point of view: you likely work with multiple systems on a regular, day-to-day basis. You might use a CRM platform, a push notification tool, a payment processing tool and a social media automation platform, all for the purpose of communicating with and understanding your target audience.
Each touchpoint a customer has with your business is another piece of data created and held within a separate system.
This is where application integration comes in to combine your customer data so that you can create streamlined, omnichannel experiences.
What is application integration?
Application integration is the process of combining data between two or more disparate software applications or facilitating multiple individual applications to work in tandem.
Without application integration, application data is confined and limited as it resides in a ‘silo’.
Application integration enables data to move from one source to another (without changing the original data), via an API, so that the information can be used by marketers to successfully accomplish tasks and business goals.
What are the benefits of application integration?
- Heightened visibility
- Reduced errors
- improved cross-departmental activities
- Ability to scale
- Campaign automation
This guide will provide you with the knowledge that you need to understand application integration in the context of modern business and how it can benefit you as a marketing professional.
Download this free guide today and get started on your journey to building better customer experiences: