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CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
7 Obstacles to Integrating Marketing...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Housekeeping 
• 
Presentation is app...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Data Integration: Reliable, Scalable...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
• 
Marketing and Technology Agency –...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Agenda 
The Role of Integrated Data ...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
The Role of Integrated Data in Marke...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
• 
Rise above the noise 
• 
Buyers e...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
• 
ERP, CRM, Marketing, Social, othe...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
The 7 Obstacles to Integrating Marke...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Obstacle #1 
Divergent Data Models 
...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Obstacle #2 
Data Quality 
• 
Comple...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
• 
Technically part of Data Quality ...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
• 
Strip out the noise 
• 
Too much ...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Obstacle #5 
Performance 
• 
The rig...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Obstacle #6 
Rate of Change 
• 
Inno...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Obstacle #7 
IT Dependence 
• 
Acces...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Next Steps 
• 
Get started on it tom...
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. 
@scribesoft 
Peter Chase 
peter.chase@scribesoft....
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7 Major Obstacles to Integrating Marketing Data

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Leverage real-time data for cross-channel marketing: Companies today need to take a data-centric approach to build relationships and better serve customers. Learn why today's businesses have to be strategic in leveraging their data.

Published in: Marketing
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7 Major Obstacles to Integrating Marketing Data

  1. 1. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft 7 Obstacles to Integrating Marketing Data Peter Chase @PeterRChase EVP and Founder, Scribe Software Daniel Lynton @DLynton CEO and Founder, LyntonWeb
  2. 2. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft Housekeeping • Presentation is approximately 50 minutes followed by Q&A. • VOIP is enabled. Phone lines are muted. • Widgets at the bottom of the screen. − If you have audio difficulties, click on the media player or − Learn more about our Speakers in the Speaker Bio − Use the “Q&A” area to submit your questions − Contribute to the discussion on Twitter —@scribesoft#7Obstacles—Let us know we’re #awesome! − You can download additional resources in the resource folder • A recorded version of the webinar will be sent following the webinar.
  3. 3. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft Data Integration: Reliable, Scalable, Flexible • Established market leader • Leader in Microsoft Dynamics Integration • Cloud, premise and hybrid solutions Trusted Partner • 12,000 customers • 1,200 partners • Global reach Key Offerings • Scribe Insight:Front Office, Back Office, Enterprise Ready • Scribe Online: Integration Platform for Partners. Solutions for Customers
  4. 4. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft • Marketing and Technology Agency –Founded 1999 • HubSpotand Scribe Partner • Hundreds of CRM integrations over the past three years. • Headquartered in Houston TX ’Inbound Marketing is Our Passion.’ -Said Everyone @ LyntonWeb
  5. 5. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft Agenda The Role of Integrated Data in Marketing The 7 Obstacles to Integrating Marketing Data Wrap Up and Q&A
  6. 6. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft The Role of Integrated Data in Marketing
  7. 7. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft • Rise above the noise • Buyers engage brands later • Know your prospect • Targeted, aware, personalized From Impressions To Involvement
  8. 8. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft • ERP, CRM, Marketing, Social, other • Data design drives need to be surgical • Synchronize Attributedata • Capture and share Interactiondata • Aggregate and analyze Resultsdata Breaking Down Customer Data Silos
  9. 9. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft The 7 Obstacles to Integrating Marketing Data
  10. 10. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft Obstacle #1 Divergent Data Models • Flat vs. Normal vs. Hierarchical • 1:N or N:1 relationship common • Industry can lead to complex CRM relationship models • Logically map before you start
  11. 11. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft 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
  12. 12. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft • 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 Obstacle #3 Duplicates
  13. 13. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft • 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 Obstacle #4 Data Relevance
  14. 14. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft 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
  15. 15. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft 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
  16. 16. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft Obstacle #7 IT Dependence • Access and credentials • Availability of programmer resources • Utilize cloud GUI based integration platform
  17. 17. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft 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
  18. 18. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft
  19. 19. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved. @scribesoft Peter Chase peter.chase@scribesoft.com @PeterRChase Daniel Lynton daniel@lyntonweb.com @DLynton Download Complimentary White Paper in Resource Folder “The More You Know (About Customers), the More You Grow”

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