Data-First Marketing

CHAPTER 6Step 2: Data Integration, Architecture and Technical Resources

Achieving the connection between business goals and marketing strategy and goals requires integration of data to measure success. But where do you get started? And how do you connect all of your disparate systems and data to ensure you're pulling the right data from the right sources to get the answers you need?

In this chapter we'll begin to evaluate the data you need, where it may reside, and who owns that data. Not all of the data will be integrated at the outset, so we'll cover ways to integrate the data to get a clearer picture of what the data is conveying. We'll address the importance of data governance and data policy to ensure a clean dataset, and finally, we'll cover how to create visualizations of the data to help convey the information more effectively.

DEVELOP A STRATEGY FOR YOUR MARTECH STACK

In order to really glean the data you need from the right sources to use for data-first marketing, you'll need to have a marketing technology (martech) stack in place. The martech stack is your group of technologies – platforms, software, and tools – that allow you to execute, manage, and measure your marketing efforts. It's likely to combine multiple items from Chiefmartec.com's Marketing Technology Landscape (see Figure 6.1), and it can seem overwhelming.

FIGURE 6.1 The 2019 Marketing Technology ...