By combining technical and business processes to merge data into valuable information, data integration delivers trusted data from several sources to help marketers build a clearer picture of their target market.
The process of data integration involves various steps - discovery, cleansing, tagging, cataloguing, monitoring, transforming and delivery of data. Data integration plays a vital role in marketing analysis by consolidating various data sources and enabling marketing analysis. Marketers can deliver personalised offers and services and contribute positively to the growth of the business if they have a 360-degree view of customer data. This is only possible if data is integrated and made available to the right people at the right time.
Unstructured data from social media, emails and mobile sources is growing. According to projections from IDC, 80 percent of worldwide data will be unstructured by 2025. The success of a marketer is highly dependent on leveraging this data and using it to deliver personalised messaging, services and offers. Data integration plays a key role in converting this unstructured data into useful information.
Why data integration is critical for marketing
With the amount of data available already at an overwhelming level, it can be difficult and time consuming for marketers to locate relevant data for their marketing campaigns.
To execute a successful marketing campaign a marketer must do the following:
By implementing data integration, this campaign process can be simplified thanks to the following benefits:
A single source of information
Having data integration in place provides a single source of information that marketers can manage and optimise to suit their campaigns. By combining data from all sides of the business, data integration delivers an overall picture of the customers data.
Removal of tedious tasks
By giving a clearer overall picture of target market trends, data integration makes the campaign process easier for the marketer who will spend less time locating and extracting this data themselves.
More time to delve deeper
With a central source of information, data integration also provides the marketer the option to delve deeper into the data, allowing more focus to be put on building relationships and retaining business.
How data integration can help connect you to customers
Collection of information from resources and integrating them in a useful way can help gain an insight into upcoming trends in the market. By connecting with customers at this early stage, it becomes easier in achieving a higher customer satisfaction rate. Data integration improves with this by playing a major role in suggesting products and services according to the users’ previous purchases and interests. With the proper use of data integration, marketeers can categorise users according to their preferences and adapt accordingly.
Implementing data integration to asses market segments automatically increases the opportunity for sales and can also put the company in a prominent market position of similar products or services. It works by measuring what products are providing the best return from customers.
This reduces time spent on research, increases customer satisfaction and gives companies the opportunity to increase their availability of preferred products and services. Data integration also incorporates predictive analysis allowing companies to predict popular goods before releasing to market. With this, companies can improve sales and look to be one step ahead of the competition.
Worried about implementing data integration tools?
Putting data integration into place may seem like a daunting step, however it is much simpler and risk-free than most would expect. The below reasons explain why data integration is a no brainer for your business.
Available on any system
Data integration solutions could interact with any system meaning your business won’t have to modify or spend more on the systems already in place. This also means that adding the data integration solution will not comprise or disrupt any security measures.
Secure and trusted
Having data that is secure and trusted is essential. With data integration, your business can be confident that this will be the case. It gives your business more confidence to monetise the data. For example, by offering the ability to manage and govern the information, data integration gives your marketers access to valuable data that they can use to win new customers or retain existing ones.
Not only can data integration automate manual data matching tasks, it enables application of data governance and create a lineage. This means data is available, more accurate and can be trusted to do more. This gives the opportunity for marketers to spend more time on other useful tasks.
Find out here how to get the ball rolling on your data integration solution.