#TBT: Connect the Dots

May 19, 2016 | By

 

The recent revival of adult coloring books (yeah, it’s a thing) has had us thinking a lot about our favorite childhood craft activities. Whether it was a good old session of finger-painting before recess or some wholesome Popsicle stick creations, our younger years certainly saw a lot of creative spotlight.

However, on the days when you were too wiped out to smear your fingers over yet another piece of construction paper, there was one coloring activity that got the brain moving and created a relatively simple artistic masterpiece: connect the dots. It was a game and a craft all in one – using your colored pencils to connect the numbers and their matching dots to create some kind of image that was then ready for you to carefully color.

“Marketers must be able to connect the dots.”

Modern marketing bears a striking resemblance to this kid’s coloring activity. With so many different touchpoints for customer interactions and disparate tools to follow the customer as they move through their purchase path, successful marketing relies heavily on being able to connect the dots. This resulting map allows marketers to then add the color to the engagement with more relevant brand content, targeted promotions, etc.

According to a study by IDG Connect, marketers currently have a lot of dots but not nearly enough connecting lines. A majority of respondents tell us they use 6 or more tools to collect marketing performance data.

This has a lot to do with the challenge trying to effectively do cross-channel attribution. Marketers are scrambling to reach consumers across a variety of devices and platforms, which often warrants the use of different systems for effective data capture. Consider this: The study found that almost 40 percent of marketers plan to connect with their target audience in at least half a dozen channels. Sound familiar? And we’d guess you’ve got a different team implementing a different strategy with distinct technology for each of these channels too.

A recent study by the CMO Council found that while 48 percent of marketer data is collected and subsequently analyzed, the majority of this information remains separate with low-level connection. In fact, a mere 3% of respondents claim their current data streams are properly integrated and aligned.

While implementing cross-channel campaigns and collecting the relevant data make up an important first step, marketing efforts cannot be optimally effective until leaders take the disparate dots and connect them to a unified single-view of the customer. Marketers MUST connect their data sources.

“Let BlueConic help you draw those critical lines.”

This is where a customer data platform can be of particular value. CDPs help marketers connect various data capture tools within the marketing ecosystem via integration and align their information to form the richest and most dynamic source of customer data. This allows for more relevant content and experiences across channels. Don’t let your dots be lonely: let BlueConic help you draw those critical lines and give you the freedom to color in the resulting product as you see fit.

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