To all you Information Technology (IT) specialists, we see you.
You’re tasked with the governance of your company’s network and operating systems, enabling employees to communicate, collaborate and automate routine tasks, all of which increases overall business efficiencies and helps drive success.
In other words, you do much more than reboot laptops – you help people do their jobs. Now, it’s time marketers help you do yours.
You know what I’m talking about. You’re the brains behind your company’s business intelligence (BI) solution, which houses all kinds of critical information, like sales and financial data, that marketers need to combine with their marketing data in order to understand the impact of their campaigns. Hence they turn to IT to help manage their marketing data within your BI system, connect it to any number of queries and help drive insights.
Initially, this set-up seems to work. But digital marketing data is erratic and ever-changing, and your IT team is constantly bombarded with requests from the marketing team to make adjustments as new data sources arise. So you issue a ticket and put the job in the cue, alongside requests from other parts of the organization (some of which may hold a higher place on the priority ladder). Yet by the time that first marketing ticket clears, there’s another dozen waiting, which not only puts a strain on the people and processes in your IT team, but time delays and data gaps put digital marketing performance at risk as well.
But even beyond the relentless demands on IT, your BI solution, in and of itself, just isn’t equipped to drive the type of marketing intelligence necessary for marketers to optimize digital campaigns. This can be narrowed down to two main reasons:
1. BI tools can’t handle the complexities of digital marketing data.
Every day DSPs and DMPs create hundreds of millions of rows of data that, in order to be useful, need to be automatically collected, cleansed, customized, normalized and harmonized. No BI tool can adequately accomplish that. As a result, the marketing team, IT team, perhaps even the BI vendor, try to tackle these needs on a case-by-case basis, which can be a lengthy and costly process, especially when deep technical knowledge of the marketing data source doesn’t exist. Worse, the marketing data that ultimately makes it into the BI system is often incomplete and inaccurate, which creates more downstream problems for marketing when no one can trust the data.
2. Business intelligence does not equal marketing intelligence.
BI solutions simply aren’t built or maintained to handle the high number of diverse and constantly changing data sources, metrics and dimensions from marketing. What’s more, the data models being used by BI tools are typically so rigid that marketers have difficulty building the right views with their BI vendor – and it doesn’t matter how great the visualization capabilities are. It’s all custom work, with very little functionality ready out of the box. These issues greatly limit a marketer’s ability to flexibly slice and dice their data across campaigns, channels, segments, business units, regions and more.
Fortunately, the evolution of automated marketing intelligence solutions promises to give IT teams a break. By leveraging an automated analytics and reporting solution designed to ingest and make sense of all marketing-specific data, marketers gain the most up-to-date, complete and correctly processed insights necessary to optimize digital marketing campaigns.
Plus, when the marketing team and the IT team each have a solution designed to handle specific needs, they can use them in a complementary fashion. Having properly cleansed and harmonized data from a marketing intelligence solution to feed into your BI system ensures that marketing data is accurate, complete and correctly processed for other stakeholders to consume – no ticket required!
Not to mention, think about all the ways having both a BI solution and a marketing solution will benefit your IT team, specifically. You’ll build more trust in your BI system, knowing its data accurately reflects marketing performance. You’ll hear less complaining from marketing about historical inaccuracies in your BI tool, which can erode adoption of your BI system. You’ll give marketing the ability to analyze their data against a broader set of company metrics they might otherwise not be able to access. And you’ll get more time back, because marketing will be able to customize, analyze and visualize their data as needed in their marketing intelligence solution.
In short, by leveraging the strengths of a BI solution and one built specifically for marketing, you’ll help the company save time, money and resources – which, buggy laptops aside, is actually the core mission of IT.
To learn how to get better marketing intelligence, request a demo with Origami Logic!