Agenda: • The Role of Integrated Data in Marketing • The 7 Obstacles to Integrating Marketing Data • Integrated Marketing Demonstration • Wrap Up and Q&A

1. Leverage Real-Time Data for
Cross-Channel Marketing
Peter Chase
EVP and Founder, Scribe Software, @PeterRChase

4. From Impressions
to Involvement
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Rise above the noise
Buyers engage brands later
Know your prospect
Targeted, aware, personalized

5. Breaking Down
Customer Data Silos
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ERP, CRM, Marketing, Social, other
Data design drives need to be surgical
Synchronize Attribute data
Capture and share Interaction data

7. Obstacle #1
Divergent Data Models
• Flat vs. Normal vs. Hierachical
• 1:N or N:1 relationship common
• Industry can lead to complex CRM
relationship models
• Logically map before you start

8. Obstacle #2
Data Quality
• Completeness or accuracy of data
elements in the record
• Missing or bad data
• Destroys effectiveness of application
• Assess a sample of your data
• Leverage tools in integration design

9. Obstacle #3
Duplicates
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Technically part of Data Quality
Cost money and make you look bad
Destroy user adoption
Utilize advanced matching services
Address at all entry points with
standardized, consistent approach

10. Obstacle #4
Data Relevance
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Strip out the noise
Too much data destroys productivity
Cloud computing/storage costs issue
Start with the end, prioritize key fields
to drive ROI, strip away everything else

11. Obstacle #5
Performance
• The right data to the right person at
the right TIME
• Latency versus throughput
• Utilize change/event data capture
• Utilize bulk & parallel processing

12. Obstacle #6
Rate of Change
• Innovate, don’t imitate
• Rigid solutions lock you in
• Change in applications and process
inevitable
• Utilize open and flexible integration
platform

13. Obstacle #7
IT Dependence
• Access and credentials
• Availability of programmer resources
• Utilize cloud GUI based integration
platform

15. New inbound leads are
captured through HubSpot
and synced with Dynamics
CRM
1

16. Leads are then qualified in
Sales and added to
Campaigns which are synced
with Marketo
1

17. Outbound marketing activity
occurs in Marketo like emails
and the tracking data about that
activity is synced with CRM
1

18. QlikView is selected as a BI tool
and all data will now flow to it
transactionally
1

20. Next Steps
Get started on it tomorrow
Pick off the low hanging fruit
Build experience and momentum
Tackle the more complex high value
use cases
• Achieve Effective Integrated Marketing
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21. peter.chase@scribesoft.com
brendan.peterson@scribesoft.com
peter.chase@scribesoft.com