What all to know about Martech Data Orchestration


With AI, marketers can leverage data to optimize campaigns and identify ideal market and customer opportunities. AI also improves data quality, overall marketing operations, and revenue performance. Although AI is still in its early stages, many B2B marketers are starting to realize the benefits. According to a recent International Data Corporation study, nearly 30 percent of B2B companies worldwide will be using AI in their marketing efforts. Martech data orchestration is one of the most effective tools to use to boost personalization, which is crucial for winning B2B marketing initiatives.

A deep store of customer information will help brands transform user experiences. Companies can also personalize their content on mobile platforms, such as websites, apps, and emails. With AI, marketers can analyze and use this data at scale. The power of AI will enable them to gain a competitive advantage over competitors.

Real-time integrations

When evaluating the benefits of martech data orchestration, marketers should consider how easy or difficult it will be to integrate various systems. While it is possible to find some integrations that are out-of-the-box, others may require more customization and development. To ensure success, choose a solution that provides comprehensive documentation and actionable integrations. In addition, make sure to review integrations’ cost, availability, and implementation partners. Such considerations can make the difference between hitting the launch date on time and missing it on budget.

Data orchestration gives organisations a single view of the customer across all channels and teams. By distributing the same 360-degree view of the customer to multiple teams, technology and applications, they can make smart decisions on the customer’s journey. And because these data are shared, there’s no need for different teams to duplicate the effort. With real-time data orchestration, all teams can work from the same data and make better decisions based on the insights it provides.

With real-time data management, marketers can automate data enrichment and messaging and improve the engagement of loyalty programs. The benefits of using a real-time data orchestration solution are numerous. Moreover, it improves cross-departmental understanding. For instance, FIS’s integration with Eloqua loyalty program increased its reach and engagement. By integrating data from different sources, Sureshot helps marketers make use of data from multiple sources and uses it within the martech ecosystem.

360-degree view of customer

Traditional approaches to customer data collection and management have proven inadequate at collecting and organizing this valuable information. This 360-degree view of the customer, a buzzword these days, actually entails a much more detailed look at the customer. This comprehensive picture includes attributes such as location, age, preferences, opt-in status, and more. With martech data orchestration, you can deliver this customer data to multiple teams, tools, and technologies, so everyone can work off the same data.

In addition to improving customer service, the 360-degree view of the consumer will also improve business performance and profitability. Aggregated data will allow businesses to provide personalized experiences for each customer. For instance, a bank may use aggregated data to make a tailored offer on a savings account or retirement plan for every customer, based on their personal financial information. 360-degree customer views will also help healthcare providers understand the habits and behaviors of their patients. They will also be able to improve patient care and develop better preventive measures.

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