How to Enable Data-Driven Decisions by Integrating Your Applications
Thanks to media planning platforms, even small businesses have access to a broad variety of platforms to gather massive amounts of information. But it's easy to fall into a "more is better" trap when really the quality of your data is most important of all.
After all, collecting large amounts of information is less of a challenge than managing data efficiently and ensuring its quality. Once you have properly managed your data, you can start making data-driven decisions such as how to:
Pivot your business to match consumer demand
Offer the best customer experiences
Introduce new products
Personalize marketing content
Scale effectively
Channel your budget
Let’s look at the two biggest obstacles to data management, and how to use a media planning tool to overcome them.
There is an overwhelming amount of data from different sources.
Marketing teams need at least one tool for lead generation, email marketing, and automation. All these applications contain relevant customer and lead data from interactions with leads, prospects, or customers at different stages of their journey. You can choose an all-in-one solution to reduce complexity and connect various data sources to offer a wider scope of customer data. For instance, marketing automation software can take over your lead generation, capture, scoring, and nurturing throughout the customer journey. These tools have their own way to store data and the problem is that most of them are not really “talking to each other”—they're siloed within their own platforms! This lack of communication between apps leads to a major data management challenge for businesses of all sizes: data silos.
The integrated data is essential for making data-driven decisions.
Collecting and managing massive amounts of data is no longer the problem. Today’s challenge is managing data efficiency, which means that you need to have access to the right information at the right time in order to be able to make informed decisions. So how do you do this? By having systems that are synchronized, which allows you to have the right information available in the right tool at the right time. And then, and only then, can you have a clear and complete view of your customers. This enables you to use data to illuminate the best path forward rather than making decisions based on gut feeling or past experience alone. Additionally, data synchronization brings your teams closer together and aligns their view of the customer. Having your tools “talking to each other” can also leverage something very valuable for all businesses: time.
Conclusion
Today, collecting massive amounts of data is no longer a problem. The challenge is managing data efficiency and avoiding silos. Integrated systems and synchronization tools like Cubik can help you collect the right data at the right time. With this information, you can have a clear view of your workflows, enabling you to make decisions based on evidence rather than intuition.
Cubik helps you gain a new perspective on your data by helping you plan A/B tests, create ad content briefs, and leverage data to improve ad campaigns that are live now. Request a demo today!
