The data platform every CMO should have

Data has become a key element in a company’s marketing strategy throughout the funnel. It is essential to measure all the actions that are implemented to know if they work or not. But this is where the challenge comes in. Nowadays, marketing departments have a large number of solutions available for each of the strategies.

Some of the tools that marketing departments have at their disposal are Google Analytics to keep track of web traffic. Depending on the type of business you have, you will be active in different social networks, such as Linkedin for companies with a B2B business model, for B2C business models will be focused on Facebook, Instagram or TikTok depending on the type of audience, while Twitter services both business models. In addition, in many cases, paid media actions will be carried out on social networks and SEM. Finally, a CRM is a key tool to carry out email marketing actions.

These are just some of the many applications that are available and that have become fundamental in a digital marketing strategy. The big challenge here is to be able to manage all this information without dying in the attempt. The marketing manager needs to have an overview of everything that is happening in the department, in a quick and easy way without having to visit all these different sources and that is updated regularly. In other words, they want to have a dashboard with all the information of value for strategic decision-making.

Is it possible to visualize historical information from different sources in a report and have it automatically updated? The answer is yes, through data management and a solution that covers the entire process, from the ingestion of information from different tools, extraction, cleaning and storage that result in a single version of the information, to the last step, which is the visualization of the insight in a report.