The document discusses the importance of leveraging real-time data for cross-channel marketing, highlighting challenges such as divergent data models, data quality, duplicates, relevance, performance, rate of change, and IT dependence. It emphasizes the need for a surgical approach to synchronize data across various systems, making integration more efficient. The next steps recommended include starting with simple tasks to build experience before tackling more complex use cases to achieve effective integrated marketing.

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
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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
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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