The next step is to make an inventory of all solutions that are used per touchpoint and which types of data are (or can be) collected. Try to be as complete as possible, also when it comes to marketing tools that colleagues from another department use. If you show this in a diagram, you will probably see at a glance where the most important pain points are.
Many organizations buy a solution for each channel. That doesn't make much sense, because new channels are constantly being added and removed. It is better to ensure a good basis on which you can connect channels. You can then easily add and remove channels. Once your organization is set up for this, you will always have consistent information.
Take a critical look at the bigger picture. Which systems are linked together and which tools are a bit of a sideshow? Where is there silo formation and which data is not being used optimally? Which solutions are redundant? And which touchpoints that are currently elude attention could yield useful customer data? Weigh this against the costs.
Also, look at it from the customer’s perspective. How can your data ecosystem contribute to a better CEX? Think of real-time offers: it is becoming increasingly important to make attractive offers to the customer within a fraction of a second. For that, your data processes must be in order.
Optimizing your data ecosystem is not a one-time exercise.
Step 4. Determine the severity of the situation
Based on this exploratory research, you can already draw the necessary conclusions. Is your data ecosystem in order in principle and do you only need to shift some emphases, such as phasing out a philippines whatsapp number free tool that is a disruptor or integrating two important systems? Or is it cost-efficient in the long term to make the transition to a multifunctional platform (in stages)?
Step 5. Map out a strategy
Optimizing your data ecosystem is not a one-time exercise. It requires a long breath and a broad view of the organization. For example, there is no point in restructuring your marketing activities if the processes of the sales department remain unchanged. Keep trying, even in the face of setbacks. And invest time in pilots to test new systems.
More possibilities than ever
The success of data-driven marketing depends on a clear data landscape. Organizations often have a lot of data, but do not yet get any useful insights from it. Thanks to new technology, marketers have more options than ever to bind their customers. But more does not always equal better. Certainly not when it comes to tools.