As companies become more data-driven and attribution-oriented, marketers are having to become more technically advanced, and the motivation for good, clean data has never been higher. And for good reason; digital marketing, especially in the technologically-abundant environment of a post-Covid landscape, allows for metrics galore across interactions on a website, chatbot, email or various other omni-channel approaches. Now, Marketing is really getting proper recognition as to how powerful it can really be, thanks to this transformation and drive of getting more data and being able to properly respond to it.
Digital touch-points, multi-channel ABM (account based marketing) campaigns, sequence flows and overall attribution requires sophisticated tracking and intelligently designed data flows. One tool that has come to the forefront of these needs is the CDP (Customer Data Platform). In the past, many organizations created holistic data stories by piecemealing data from platforms and various sources without a Northstar, or true source of data, but with advances in Marketing automation more platforms are able to complete end-to-end tracking. This is especially true with advances in data warehousing, cleansing and governance. It’s not perfect, but it is better than it has ever been.
Examples of these platforms include Tealium, Adobe Experience Cloud and Marketo, just to name a few. Options for which one to choose and implement are endless and very subjective depending on needs, budget, data access and so on. There is no shortage of options and there’s not a one-size-fits-all solution anywhere to be found. Showing my bias, I prefer Adobe Analytics and the Experience platform as I have become intimately involved with it over the past 4 years of my Marketing career. A few reasons I like it include, the marketing cloud ID, its allowance for robust tracking and customization and the ability to deep-dive end-to-end for a marketing strategy campaign. Again, there is no right or wrong answer.
The rise in data-driven marketing is something that will continue to become more technologically advanced as companies recognize the practice of marketing as indeed, more of a science. This is not a new or landmark realization, but just one to notice at present moment due to its rapid evolution. Covid changed a lot, and marketing is absolutely one of those things that will never look the same again. The need to continue to dig deep into incontestable client data and really understand what is going on, will be where marketing is going now and in the future because knowledge is indeed power and also revenue.
Another reason data-driven marketing and the technical tools that fuel it are so hot right now, is the rise of attribution and ABM-driven marketing. For example, to properly reach an ABM contact, marketers need to understand granular details about their potential client and to do so, they need to understand the sequence flow of a campaign, the touch-points and CTAs (calls to action) that prompted the interaction and which channel really brings in the most bankable traffic. For example, a channel can bring in a lot of views but not a lot of interaction or leads, and vice versa a channel can bring in strong leads but not garner a lot of views or overall attention from the general audience.
Overall, it’s an exciting time to be in marketing operations, automations, analytics and otherwise. In my own personal estimation, I think the most sought-after marketers in the future will be well-rounded in both technical and creative skills. Even graphic designers may need to know their way around Google Analytics in the future. Digital marketing will continue to evolve into new specialties, new platforms, new metrics to compare and a deeper and more granular understanding of the audience and client at-hand. No longer will we be guessing, but instead stakeholders, sales and business leaders will really be able to understand customer journeys with clear, concise data about what works and what doesn't. And marketing will be recognized as the science it has always been.
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