By Arthur Sweetser, firstname.lastname@example.org
Retailers continue to grapple with the best way to amass and leverage marketing intelligence across disparate, addressable marketing channels. Often relying on a loosely coupled array of point solutions, far too many retail marketing executives are challenged by the lack of integrated cross-channel data across marketing systems. In fact, according to research firm The Relevancy Group, just over a third of marketers state that they have integrated their CRM systems into operational marketing systems such as profile-and behavior-driven email. Such difficulty in connecting customer intelligence to operational marketing systems increases marketing costs and slows campaign improvements.
What’s the answer? It’s time for retailers to step up to cloud based marketing intelligence solutions and alternatives to traditional marketing service provider-based remedies. These alternatives will accelerate the organizations’ time to market, advance relevance and over a calendar year improve marketing revenue by as much as a third.
Retailers have already learned that centralizing multichannel marketing data reduces costs and improves intelligence. Those marketers that have centralized the full range of their marketing data into a common database have seen clear benefits with cost reduction and the ability to improve customer intelligence. They have seen: