We want to uncover the challenges marketers face in today’s world of marketing technology and multiple digital touch-points. The challenge lies in the fact that data sets are not integrated or unified. The solution can be found in allowing for the free flow of data between marketing technology (MarTech) platforms and organization departments. With this converged data infrastructure, the marketer will be able to create a 360-degree profile of their individual customers, helping us Mapp the customer journey and provide the foundation for truly customer-centric marketing.​ ​ ​

2. “Do you have a MarTech stack or just a stack of marketing tech?”

3. Guiding the Customer’s Journey

4. Get to Know
Your Customers

5. What is the MarTech Stack?

6. Marketers’ Challenge: Data Silos

7. Why are Data Silos Created?
Structural: Data is collected by a
particular group within a company for
a particular purpose. This does not
lend well to sharing of data.
Growth: Any established company
that has gone through various
leaders, philosophies, and
acquisitions will experience
incompatible systems over times.
Vendor Lock-in: Software vendors will
often limit what can be done with
data either through licensing or
proprietary data formats. These
vendors have a vested interested to
ensure you stay with their system.
Making it hard for users to leave and
take the data with them.
Political: Knowledge is power,
therefore the section of the org that
owns the relevant data is the group
that has the power.

8. Data Silos Caused by Structure

9. Data Silos Caused by Growth

10. Data Silos Caused by
Vendor Lock-In
1. MarTech service providers limit what can be done
with data and how it is formatted and where it can be
used
2. MarTech service providers can claim ownership of
your data – if you sever the relationship, you lose the
data
3. MarTech service providers can sometimes sell or
provide your data to your competitors

11. The Solution: Unified Data
1 Fill in the gaps 2 Aggregate data in a unified place 3 Optimize your MarTech stack

12. 1 Fill in the gaps
Skills - Employees need to have the
appropriate skill sets to collect,
enter and analyze data
Data – More is not better - data
sets should be complete, relevant
and timely
Legacy Systems - Data can easily
become trapped in legacy systems
– it must be moved into a format
that can be used with any new
system
Processes - Should all be set up to
ensure consistency of data and
data flow across the business
departments

13. 2
Aggregate data
in a unified place

14. 3 Optimize your MarTech stack
Diagram the marketing technology tools you
currently have in place
Pinpoint and eliminate the ones that:
• Have overlapping functionalities
• Do not provide real value
• Take too much time
• Do not have open data formats
• Require too much training
• Are frustrating to use
Implement a centralized hub to replace the
functionalities you’ve removed

15. Wrap-Up : From Data Silos to Unified Data
• There is no “one size fits all” MarTech stack
• Focus on data strategy rather than technology platforms
• Become truly customer-centric
Ultimately, unified data is at the core of any optimized MarTech stack
• Send the right message in the right channel at the
right time
• Align deep customer insights with operational
processes to drive sustainable results

16. About Mapp Digital
State of the art marketing technology + digital marketing
experience around the globe
Theworld’s largestindependent
Digital Marketing technology
company
Customers
Worldwide
3k
120+ million messages
sent daily
yearsof experience in
Digital Marketing17+
Data centers in the US,
Germany & Russia
Advertising and
Marketing
technologies in
One holisticplatform
300+employeesin 11 countries and major
cities acrossthe globe

17. We are proud to
introduce you to a
handful of our customers

18. Need a Customer Data Platform?
The figure above demonstrates Mapp’s entire product offering called Mapp Cloud, which is the unique combination of our data management platform, the CDP,
and its cross-channel marketing cloud. This all-in-one platform helps companies avoid tool and vendor overload.

19. Want to Consolidate your MarTech Stack?

20. Mapp Cloud Overview
Acquire
Turn more prospects into high value customers
at the optimal price point
Engage
Design and execute cross-channel marketing
campaigns to engage and nurture customers
Intelligence
Uncover deep customer insights and analytics to
increase customer value and campaign ROI
Connect
Connect to your entire marketing ecosystem
through seamless integrations
Customer Data Platform
All built on top of our CDP so you can leverage
real-time data for your campaigns

21. Questions?
Thank you!
Learn more:
www.mapp.com
hello@mapp.com
@mapp_digital
Benjamin.ivers@mapp.com