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May 22, 2020

Good morning, do you have a single source of truth for your marketing data? 

If so, give yourself a pat on the back. If not – you’re not alone. Unifying and implementing data continues to be a thorn in the side of many marketing organizations. 

Datorama Product Marketing Manager Emily Hoffman says marketers face three fundamental data challenges. First, they lack a unified view of marketing investments, performance, and results. Second, they lack real-time insights to be able to optimize ROI and results. Third, there is little to no alignment or governance across teams, regions, and stakeholders to drive cooperation. 

To overcome such challenges, Josh Alvernia, CEO of Clue (a Toronto-based performance marketing company) says marketers have to “de-silo” their data. It’s an effort that can seem daunting depending on how many platforms are being used, but Josh’s team distills it down into categories that are more digestible. From there, his clients can begin to build data modeling products and processes — stitching together the data in a way that drives measurable business outcomes. In the end, the most important thing marketers can do is trust the data. “You’ve only made a mistake when you’re not letting data show you a better way,” said Josh. 

Of course, in all of this, marketing automation platforms are key to managing and tracking your data effectively. MarTech Today Research Director Pamela Parker says investments in marketing technology continue to be a priority as brands strive to collect, authenticate, and analyze consumer analytics. In our latest buyer’s guide, Pamela put together an in-depth look at B2B marketing automation platforms, along with vendor profiles — available for download now.  

Take care,

Taylor Peterson,
Deputy Editor

 
 
 
Social Shorts
 

Restricting tweet replies

Twitter has officially confirmed that it’s live testing the ability to restrict who can reply to your tweets – an initiative that first came to light last October. “Since last year, we’ve been working to give people more control over their conversations starting with the ability to hide replies,” Twitter wrote in a blog post. “We also began trying out new ways to start conversations with casual, fleeting thoughts. And now, we’re testing new settings that let you choose who can reply to your Tweet and join your conversation.” Users who are part of the limited test will be able to experiment with the new reply option, which tacks on to the company’s existing efforts of giving users more control over conversations.

Why we care: Businesses concerned with brand safety – especially in a social context – will benefit from the update. The ability to hide replies is one thing, but restricting replies to certain users or groups of users (such as followers only) will provide an added layer of control around content and the direction of the conversation. Plus, it could offer an opportunity to get creative without the need to actively moderate irrelevant replies. Virtual fireside chats, anyone? 

In other social media news…
 

Marketing Intelligence Report: Data, Growth, and the New Marketing Imperative

Many marketers lack a single source of truth for marketing performance. Download Datorama’s “Marketing Intelligence” report to learn about the foundational data challenges that marketers face and how they’re attempting to overcome challenges. You’ll get an inside look at the top growth priorities, barriers they face, and the data-driven future for today’s marketing leaders.

Get your copy »
 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Facebook Workplace adds 2 million more paid users since October – The Verge

Salesforce Commerce Cloud releases four quick-start pandemic business packs – TechCrunch 

A regularly updated list tracking marketers’ response to coronavirus – AdAge

What now? Experts weigh in on how business is changing forever – Fast Company

How COVID-19 Is Changing The Language Of Marketing – Forbes

General Motors CMO says speedy pivots are new marketing norm in coronavirus era – Marketing Dive
 
 

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