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Marketing Data Integration – Get It Together

Marketing Reporting

Pilots use dashboards to arrive at their destination – you should too. An effective control panel monitors progress and performance, and enables you to manage risk and monitor whether you’re on track.

Gone are the days of disparate teams pouring over and collating spreadsheets from multiple sources.

This is more pressing than ever before. When surveyed, almost two thirds of marketers say that the volume of information that’s available overwhelms them. That’s why integrating data from dozens of sources – online and off -has become one of the top initiatives for marketing.

Business areas such as sales have been revolutionized by the advent of Salesforce.com and similar solutions. Marketing needs the same: a master data platform to collect, organize, and manage any type or volume of data. You need a single, unified solution such as a dashboard that measures enterprise marketing return on investment (EMROI).

Marketers report one of the biggest challenges they face today is data: collection, integration, and accuracy. A likely reason that data is so challenging to marketing is that – compared with other areas of business – marketing is one of the last business areas to embrace technology, automation, and quantifiable performance metrics.

The marketers who report they’re more technologically enabled – and enjoy better marketing data integration – are also those who report the greatest ease and confidence in reporting and proving their EMORI.

Measuring marketing’s ROI usually extends across multiple departments and data silos. So your EMROI system needs to pull and collate data from any system, and have a customizable interface so you can view the data you value, how you want it.

Technology and the ability to leverage it effectively is a key factor in a marketing organization’s perceptions of its effectiveness – or lack thereof. Specifically, having accurate data, and effectively integrating it from multiple sources is the defining capability and difference between those who can and can’t report on marketing ROI.

This is an excerpt from our exclusive new eBook, “10 Essentials for Proving Marketing ROI”. Get your free copy of this expert resource now.

By Jeff Winsper

Jeff is the President of Black Ink and offers more than 20 years of leadership experience in marketing, serving companies ranging from Fortune 500 to start ups.

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1 comment

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