We analyzed how organizations handle data and discussed how platform technology solves bottlenecks.
The DDMA recently released its annual Data-Driven Marketing Survey, which highlights significant trends and challenges in the marketing data landscape. We analyze the data management practices of organizations and discuss how platform technology is addressing the issues raised by the survey's findings.
Insufficient knowledge about the return on investment (ROI) of marketing efforts.
It's surprising to know that a considerable number of organizations lack visibility into the results of their marketing activities. As per reports, one in every five companies faces accessibility issues with marketing data, while 80% use marketing technology and platforms.
According to DDMA, most organizations still collect data in different systems and
synchronize it regularly (35%). However, 26% of companies report that data is
collected centrally and is always up-to-date.
A Customer Data Platform (CDP) is the backbone of an organization's marketing strategy as it brings together data sources, making all the information readily available for marketing actions. A CDP acts as a central hub within an organization. It's surprising that marketers still experience a lack of data and insight despite using, for example, a CRM system. A CDP serves as the link between marketing professionals, customer data in their organization, and the data required for strong campaigns.
The level of collaboration between different departments needs improvement
To make better use of data, it is becoming increasingly important for departments to collaborate. Only 17% of people considered this to be a challenge last year, but that number has now risen to 27%. Analytics professionals are particularly aware of this issue, likely due to their understanding of the value of data.
DDMA states that to achieve more personalized marketing tactics and optimal
use of marketing technology, departments must work together more effectively.
To unlock the full potential of data, it is essential to have a CDP (Customer Data Platform) in place. This system makes it easier for departments to share and access data, thereby improving collaboration between business and data analytics. Centralizing data creates a common foundation on which departments can build together.
Maximize the use of MarTech to optimize marketing efforts
Only 25% of marketing activities, such as audience targeting and media campaign development, are optimized based on data and insights. This indicates that organizations may not be fully utilizing the potential of their marketing technology. This could be due to a lack of knowledge and familiarity with the technology's capabilities.
DDMA found that 25% of respondents listed a lack of knowledge within their
organization as one of the top three biggest marketing challenges.
One solution to address this gap is to implement a CDP, a marketing technology that provides a centralized platform for managing all customer data. This makes it easier for marketing professionals to create customer segments and develop personalized omnichannel media campaigns in an integrated environment. Using proprietary data ensures that marketing campaigns are more successful and compliant with laws and regulations.
Connecting technology, data, and collaboration
The research conducted by DDMA emphasizes the importance of a well-integrated approach in utilizing data effectively. It is evident that the successful utilization of data requires not just marketing and data platform technology, but also seamless collaboration between different departments and the ability to take full advantage of all the possibilities offered by technology.
A CDP provides all the necessary features to different departments, giving them the tools and insights they require. This not only enhances internal cooperation and efficiency but also helps marketing professionals to take marketing actions based on the available data. At the same time, analytics professionals can access insights needed to measure and improve business. Thus, the CDP is a valuable solution in the effort to leverage marketing technology fully and optimize collaboration.
With our data platform technology we are going above and beyond: you organize thousands of (marketing) actions, create analyses, complete missing information and control and monitor all customer data. And these are merely examples.
Discover how we make your organization data-driven and what you achieve with the unique customer view. Tell us more about yourself and we'll contact you soon.
The Invenna platforms are suited for small and large companies. For marketing, analytics, compliance and IT. And for diverse industries such as autmotive and charity.
Because of the numerous options and organization's individual needs and wishes, we'd like to show you what you can do and achieve with our platforms. Leave your details and we'll contact you to schedule a (digital) demo. Free and without strings attached.
Whether you're already working with or are interested in our data platform: we believe it's important that all your sources and channels are connectable.
Is your application missing from the list? Let us know and we'll contact you soon.
In the brochure you read what the Invenna Customer Data Platform offers you and the benefits of working with a unique customer view. And to get you started, we also share a few use cases.
Leave your details and we'll send you the brochure via email.
Whether you’re looking to improve your operational processes or gain a quicker response to marketing and sales activities: the Customer Data Platform helps to achieve goals.
Get in touch with us and we’ll tell you more about merging all your customer data into a unique customer view. And equally important: what you achieve with the platform.
In the brochure you read what the Invenna Customer Data Platform offers you and the benefits of working with a unique customer view. And to get you started, we also share a few use cases.
Leave your details and we'll send you the brochure via email.
The possibilities of the Invenna Customer Data Platform B2C are limitless. Because of organization's individual needs and wishes, we'd like to show you our platform and its features so you get an idea of how it helps to achieve your goals.
Leave your details and we'll contact you to schedule a (digital) demo. Free and without strings attached.
In the brochure you read what the Invenna Customer Data Platform offers you and the benefits of working with a unique customer view. And to get you started, we also share a few use cases.
Leave your details and we'll send you the brochure via email.
Whether you’re looking to improve your operational processes or gain a quicker response to marketing and sales activities: the Customer Data Platform for B2B helps to achieve goals.
Get in touch with us and we’ll tell you more about merging all your customer data into the unique customer view and how you can benefit from the platform.
In the brochure you read what the Invenna Customer Data Platform offers you and the benefits of working with a unique customer view. And to get you started, we also share a few use cases.
Leave your details and we'll send you the brochure via email.
The possibilities of the Invenna Customer Data Platform B2B are limitless. Because of organization's individual needs and wishes, we'd like to show you our platform and its features so you get an idea of how it helps to achieve your goals.
Leave your details and we'll contact you to schedule a (digital) demo. Free and without strings attached.
In the brochure you read what the Invenna KYC platform offers you and the benefits of working with a unique and complete customer view. And for inspiration, we also share extra content.
Leave your details and we'll send you the brochure via email.
Whether you’re looking to improve your operational processes or respond more swiftly to potential risks: the KYC platform helps to achieve goals.
Get in touch with us and we’ll tell you more about merging all your customer and transaction data into the unique customer view.
The possibilities of the Invenna KYC platform are limitless. Because of organization's individual needs and wishes, we'd like to show you our platform and its features so you get an idea of how it helps to achieve your goals.
Leave your details and we'll contact you to schedule a (digital) demo. Free and without strings attached.
In the brochure you read what the Invenna KYC platform offers you and the benefits of working with a unique and complete customer view. And for inspiration, we also share extra content.
Leave your details and we'll send you the brochure via email.
We work with and for over 75 of The Netherlands’s finest brands every day. From Mediahuis and Nissan to the Tax and Customs Administration and Dutch police. So we've grown considerably, but still don't shy away from any customer data challenge.
Would you like to know more about is? Or are you wondering how we make your organization more data-driven? Tell us more about yourself and we'll contact you soon.
With our data platform technology we are going above and beyond: you organize thousands of (marketing) actions, create analyses, complete missing information and control and monitor all customer data. And these are merely examples.
Discover how we make your organization data-driven and what you achieve with the unique customer view. Tell us more about yourself and we'll contact you soon.