Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement

Chapter 19Putting Technology to WorkStrategies for Implementing ROE² Technology Successfully

The number of technological options available can be overwhelming. To simplify the process, I want to provide some key strategies that can help your marketing organization overcome the main challenges raised when implementing the technology that enables Return on Experience × Engagement (ROE²).

Create a Partnership between Information Technology and Marketing

This relationship has historically been adversarial. Marketing has often been at the bottom of information technology (IT)'s priorities, so much of the technology work was outsourced. However, because of the breadth of impact and real-time nature of today's next-generation marketing technologies, IT must be involved, and must remain an active participant. How the work gets done may still be a combination of internal and external resources, but there has to be IT involvement and a common strategy.

Develop a Consistent Master Data Management Strategy

With the ever-increasing amount of data under management in marketing systems, it's critical that there be a shared view and definition of what the data means across the enterprise. In a perfect world, a piece of data would exist in only one place. But today the reality is that one piece of data will be managed in many places. If different parts of your organization are allowed to have their own definitions, then chaos will erupt during data analysis. So take a broad, consistent view ...