[View the story “Q2. Marketing Automation creates a data silo, how is this causing pain for your today?” on Storify ]Q2. Marketing Automation creates a data silo, how is this causing pain for your today? CMSWire.com · Wed, Feb 27 2013 17:30:37A2 Data should be the thing that releases you from the marketing silos - need to think #cxp and follow the customer #cxmchatGavin Heaton
Q2 Not just a question of data silo, also process silo, analytics silo… #cxmchatJulie Hunt
A2: I wouldn’t say it creates a silo, it centralizes your data. You can still access data through multiple platforms, CRM etc. #CXMChatJason Miller
Q2. biggest issue is where does the definitive customer data reside - MAP, CRM, Finance, somewhere else. which owns the customer #CXMChatBryan House
CRM RT @bryanhouse: Q2. biggest issue is where does the definitive customer data reside - Who owns the customer #CXMChatTom Wentworth
@bryanhouse I agree. The big challenge is customer data and how to integrate it across systems. Makes a challenge more challenging. #cxmchatDave Birckhead
@bryanhouse it can in certain cases, but it's better to integrate with a CRM and sync data in real time. We use Salesforce. #cxmchatJason Miller
Q2 The biggest challenging is aggregating and synchronizing the MAP data with other marketing systems #CXMChatCoreMedia
@CoreMedia_News Not just mktg systems: CRM, sales systems, etc. - needs thorough look at impact of MA on biz process across org #cxmchatJulie Hunt
Q2: 2 pain points emerge: 1.Lack of unified reporting between both systems & 2.website as primary vehicle for all content marketing #CXMChatFrank Del Pinto
Q2 I personally know marketers who have been brought to tears by the challenges of manually consolidating data across platforms #CXMChatCoreMedia
Q2 - MAP does not really create a data silo. Everything flows into the CRM. #cxmchatDavid Hillis
-1, you don't want all in the CRM RT @davidhillis: Q2 - MAP does not really create a data silo. Everything flows into the CRM. #cxmchatRoland Benedetti
Q2 MAP can creates inconsistent experiences across channels, synonym of bad #UX and bad #CXM. #CXMchatRoland Benedetti
A2. MAPs are purpose built platforms for campaign mgmt/measurement, it should be the "campaign system of record" #cxmchatAaron Dun
RT @ajdun: A2. it should be the "campaign system of record" #cxmchat That's a nice way of looking at it.CoreMedia
Q2 Not only MAP is creating silos, every system, including WEM, is creating silos. Marketing need silo synchronization #cxmchatMartijn van Berkum
Q2: if done successfuly should break the data silo problem - but requires an organizational to make that happen - strategy is King! #cxmchattrobbins
A2: Why does MAP have to create data silos if it's well integrated into CMS and CRM? #cxmchate-SpiritNA
A2 in my view, MAP should be the "traffic manager" for customer data coming from many sources — ideally an anti-silo effect #cxmchatScott Brinker
@chiefmartec If used this way, MAP presents an opportunity to fix what is often already broken rather than create another silo. #cxmchatDave Birckhead
Q2 - In terms of web experience, the main silo is the profile / segmentation data. Knowing the website visitor in real-time. #cxmchatDavid Hillis
@davidhillis thats only for known customers, what about the not-yet identified customers #cxmchatMartijn van Berkum
@njitram That is where the Segementation comes in. Visitor is not resolved, but has an interest graph - contextual targeting on web #cxmchatDavid Hillis
A2. No reason to plug campaign reporting functions into other system. Better to plug the resulting data into your BI tool if needed #CXMchatAaron Dun
Q2: Multichannel customer analytics is an extremely painful process today because of the data silos #CXMChatSunil Menon
Q2 The breadth of some MAP can be a challenge – there is often considerable amount of overlap with CRM, WCM, and even ERP #CXMChatCoreMedia
Q2 The explosion of consumer touchpoints and the increasing emphasis on real time analysis has made it hard for MAPs to keep up #CXMChatCoreMedia
As we get smarter with data it can help us cross channels and silos to better engage customers with realtime offers etc #cxmchatGavin Heaton
Q2: Btw CMS and MAP, most data flow tends to be one-direction (CMS->MAP); marketers need to think about it like a system. #cxmchatTrip Kucera
Q2: data silos - need for a system of record, solid integrations w/ CRM, CMS, etc. otherwise, pointless. #cxmchatIrina Guseva
A2 as an aside, if you have a lot of data silos, it's more fashionable to call that "big data" ;-) #cxmchatScott Brinker
Big Data Farm! RT @chiefmartec: A2 as an aside, if you have a lot of data silos, it's more fashionable to call that "big data" ;-) #cxmchatAaron Dun
Marketers struggle with channel attribution around conversions because of the data silos #CXMChatSunil Menon
Q2: The more platforms to which you need to "sync" data, the more exponentially complex it gets. #cxmchat #cxmchatRyan D. Lunka
Q2. is BI the missing component in WEM? WEM creates #bigdata problems that marketers aren't typically ready to handle #CXMChatBryan House
@bryanhouse Just don't call it BI… needs to be operational. Built into the app. #cxmchatTrip Kucera
@tripkucera what do you mean by operational? biggest source of pain is when multiple systems own different pieces of customer data #CXMChatBryan House
@bryanhouse RE: BI — that it's built into existing marketing systems, not trad. BI as we know it. #cxmchatTrip Kucera
Q2 The silo problem is compounded when a MAP is focused too much on a single channel – such as email marketing #CXMChatCoreMedia
Q2: Ultimately trying to derive customer insights around conversion & channel attribution requires bringing all this data together #CXMChatSunil Menon
And understanding it! RT @sunilmenon: Q2: Insights around conversion & channel attribution requires bringing all this data together #CXMChatJenny Ryan
Q2: A practical reality is that you need a mechanism to bridge those silos and a place to 'normalize' them for activation. #cxmchatJonathan Agger
YES RT @jagger8: Q2: A practical reality is that you need a mechanism to bridge those silos and a place to 'normalize' #cxmchat”Tom Wentworth
Q2: This is a hard process & there is very little automation available today esp. if you want to make real-time analysis #CXMChatSunil Menon
Q2. I think the question is we have one set of data for WEM and one for MA - why can't we have one overall? #cxmchatBarb Mosher Zinck
u can-takes soem work. RT @bmosherzinck: Q2. <>- why can't we have one overall? #cxmchatAaron Dun
MA platform should not be about tech, but about setting processes to get results then implementing MA to support those processes. #CXMChatCathy McKnight
Q2 CXM is all about best of breed & integration. The pain starts when people believe the all in one suite marketing story #cxmchatTjeerdbrenninkmeijer
@twentworth12 @marketo Yes, now we are getting to the good stuff. Contextual computing. #cxmchatJason Miller
Q2: There is a case for Process Management WITH BI in the equation. #cxmchatJonathan Agger
Integration and aligning other systems backend systems is critical to leveraging power of MA. #CXMChatCathy McKnight
Once we have access to the data, then we have the opportunity to create "right time" engagement not just real time interaction #cxmchatGavin Heaton
Q2 When the MAP/CXM/WEM industry will mature, standards will follow like CIMS / WEMI. Integrations to work together will be key! #cxmchatTjeerdbrenninkmeijer
@tbrenninkmeijer why is that? If one system is fine-tuned to collect al the data and analyze in one place, how is that not great? #cxmchatKimberly McCabe
which system? RT @kimberlymccabe: @tbrenninkmeijer If one system is fine-tuned to collect al the data and analyze in one place <>#cxmchatAaron Dun
According to @TheExpertsBench, only 33% of companies who use both CRM and marketing automation said the two integrated well #CXMChatCoreMedia
Dont pollute your CRM data please. There is a life after lead generation. Some data is welcome in the CRM, not all. Q2 #cxmchatRoland Benedetti
We're seeing specialist data aggregators emerge to provide a data integration and reporting layer across the silos #cxmchatGavin Heaton
Q2 relevant & agile integration of data, systems, processes requires over-arching strategy with focus on Customer #cxmchatJulie Hunt
@juliebhunt: A Prospect is just a Customer you haven't… thoroughly profiled ;-) #cxmchatJonathan Agger
A2: MAP is the lead singer, WEM is on lead guitar, CMR on bass and drums. #TweetJam #CXMChatJason Miller
One consolidated data set with broad/widespread access for team/user/dept to find the nuggets that are gold for them. #CXMChatCathy McKnight
A2 as marketers wring their hands over the challenges of data integration challenges, somewhere an IT analyst is smiling #cxmchatScott Brinker
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