From fragmented to related: Why modernization matters

This is the first in a series of five -piece posts in the blog that emerges in modernizing marketing strategies through the integration of advanced marketing platforms. I had the pleasure of interviewing Shaun Memon Munvo for this series, where we discuss a wide range of topics, from fragmented martech shelves, use of raw parties and cross-channel marketing in modern marketing trips and complex decision-making.

Why are so many marketing teams struggling with fragmented martech shelves today?

Shaun memon: Basically, traders want control over the full customer experience and every point of touch. Very often, marketing is forced to depend on it, for example, for data access and integration work to set complex strategies. Many teams are stuck in managing fragmented systems and fraudulent tools that were not built to work together, which means they have to connect technical gaps themselves or rely on specialized experts just to get campaigns from the door.

This fragmentation adds both cost and complexity. Traders are forced to learn numerous platforms, each with their logic and limitations. This leads to silent data, unstable client views and execution disconnected across the channels. It creates an unnecessary and additional complexity (eg, teams often have to copy the logic of separation or create offers in multiple systems). The end result is the slowest execution of the campaign, the limited versatility and the unstable customer experiences.

Marketing teams greatly benefit from a fully integrated experience center, Omnichannel, which is points and clicks, connects to online and offline channels, and also administers both groups and communications in real time, provide distribution and personalization.

What are the hidden costs of maintaining heritage or marketing platforms sewn together?

memo: Beyond licensing and infrastructure, real costs come from the time and effort needed to manage complexity: custom integration, manual data pipelines, copied work flows and delays caused by cross -team coordination. These platforms tend to strengthen the silos, to present technical debt, and ultimately limit the ability of traders to act quickly on data.

Marketers then lose control of custom experience. New initiatives require numerous transfers throughout the analytics teams, delaying time in the market and inflating costs. Marketing loses flexibility and control, and teams find themselves stuck in reactive, slow movements that affect business results. This leads to more time, slower time to trade and reduce confidence in the attribute.

What skills should traders look for on a truly unified platform of customer engagement?

memo: The value of a unified platform, what supports real -time campaigns and groups, relates to digital and physical channels, and enables travel management from bottom to bottom, is clear. He puts marketing back into control.

Traders have to expect a truly unified platform to handle everything, from data access to travel orchestration – without relying on it or jumping between detached systems. This means being able to work with data where she already lives, not copying them or creating new silos adding above and complexity. You need to be able to determine the audience, provide personalized internet and offline channel experiences, and determine the best actions or offers in real time-all from a single, market-friendly interface.

The platform should also support campaign planning, creative asset management and work leaks to enable true execution, from end to end within marketing. It is just as important for the platform to work in real -time data instead of delayed images in order to respond in the current context of a client, not their digital shade. If the data is days or weeks old, the chance to connect with meaning may have already disappeared.

How do you act^ABOUT Client intelligence 360 ​​offers a better alternative for modern traders?

memo: SAS Customer Intelligence 360 ​​gives traders direct access to what they need – data, audiences, offers, travel orchestration and channel distribution – all in one place. It removes the need for custom stitches between systems and empowers marketing teams to build and launch the less exterior omnichannel campaign. Traders can determine and activate real -time segments, personalize experiences in entry and outgoing channels, and follow the performance continuously by a single UI.

With the intelligence of SAS 360 clients, traders can provide email, personalize online sessions, make offers for sales points, and coordinate better -time travel trips. This is all accomplished within a single point interface and click supported by the proven data and analytical Foundation of SAS.

Learn how SAS and Munvo’s combination of energy can help you maximize your Marttech investment return

How does a unified platform such as SAS Customer Intelligence 360 ​​Customer Personalization, Measurement and Experience?

memo: Work from a single platform and the data model makes personalization more sustainable, scaled and responsible. Segments built for output campaigns can be applied immediately for input interactions – no additional integration or duplication is required.

Customer intelligence SAS 360 unites execution and measurement in one place. With a centralized view of contact history and response to the channels, traders can easily manage contact rules, attribute conversions and evaluate the performance of each touch point. You can also track the campaign setting up, monitor the control groups and compare the results according to the segment, canal or tactic with full visibility from the first interaction through conversion.

The platform also supports real testing and learning strategies. With timely and granular data access, traders can see what is working, where dropouts occur and are regulated in real time. This closed loop reaction model helps teams constantly improve experiences and promote measurable impact.

Experience for yourself how Sas Client Intelligence 360 ​​can support your marketing goals and scale with your organization. Join us for a practical workshop where we will go through the essential skills of the platform-from division and personalization to travel orchestration.
Learn more and reserve your place.

Are you looking for more information about the challenges and opportunities that traders face in their modernization journey? Download our e-book, a modern approach to Martech