As digital marketers, we know the importance of tracking, measuring, understanding, and meeting customers’ expectations at their preferred interaction points. We have convinced our budget masters of digital intelligence’s importance to the business as a whole and our spend on digital measurement and marketing technologies continues to increase—exciting vendors and enticing new ones to continually improve products. But despite this increased investment in technologies, the same stubborn problem remains: different teams are working with siloed data sets while failing to understand and delight the customer across a variety of digital touch points. Why? Because while technology has provided the pieces for digital marketing, these pieces have not come together to deliver completed suites. Achieving this suite goal requires more than just an investment in technology; it requires a considerable effort and a strategy supported by executives that:
- Recognizes the multi-channel digital customer experiences firms wish to project using customer insights
- Realigns teams and processes to for better cross functional cooperation
- Builds skills set and focuses more investment in staff and partnership
Following my report, Decipher the Digital Intelligence Technology Code, I will talk through creating a strong digital marketing foundation for a world beyond campaigns. Catch me during the up- and- coming Forrester’ Forum For Marketing Leaders in May 2014 to learn more about a balanced approach to building out digital marketing suites.