• Exciting news! Mapp is acquiring Webtrekk, the German leader in Customer Intelligence. LEARN MORE

mapp cloud digital marketing platform

New Year, New Mapp

Have you seen it already? We unveiled Mapp’s new brand this week!

With striking new colors, bold taglines, and a rebellious sheep as our mascot, we are relaunching Mapp Cloud as a rad digital marketing platform for companies that want to break away from the pack.

Watch our new video to learn what that really means:

 

With Mapp Cloud, you can then “break away” from your competition by running smarter campaigns that draw from unified customer data – from one simple platform. In case you didn’t see last year’s buzz, we transformed our data architecture into a customer data platform (CDP) to enable this data-driven marketing.

Get caught up with the full press release here: https://prn.to/2QB5PlJ

Are you ready to break away from the pack this year? If the answer is yes, request a demo!
Mapp's new products 2018

Mapp’s Top 10 Product Developments of 2018

Last year was a busy one for Mapp, so we rounded up Mapp Cloud’s top 10 product developments of 2018. Market smarter in 2019 with these new features:

1. Our native customer data platform (CDP) underlying Mapp Cloud

Behind the scenes this past year Mapp has been changing the data infrastructure to allow customers to unify disparate data and dramatically improve marketing execution. Here are a few exciting performance improvements that came as a result:

Marketers, we get your need for speed!

2. The Subject Line Optimizer

A game-changer in email marketing: Mapp can now score subject lines against email distribution lists before send out with the help of machine learning. You are now able to craft subject lines that will statistically drive higher open rates.

subject line optimization

3. Blazing fast segmentation

Mapp’s new Segmentation Builder fetches, calculates, and processes your target audience in the blink of an eye. The simple-to-use, drag-and-drop interface gives real-time counts for even the most complex cross-table criteria.

4. Automated customer journey campaigns

Mapp’s new Whiteboard allows you to design, schedule, and automate cross-channel campaigns with unlimited journey paths. Trigger personalized messages in response to real-time engagement, even based on activity in your mobile app. Whiteboard’s easy-to-use interface provides campaign visuals and performance statistics, such as the number of customers that followed each path or fulfilled a specific goal. Watch this short webinar to learn more.

Mapp Whiteboard

5. More SMS capabilities

Did you know that 50% of consumers make direct purchases after receiving an SMS, QR code, or discount coupon? Mapp continues to add more SMS providers around the world to offer the best connectivity and most exciting mobile engagements at the lowest cost possible. Expand your reach to customers on the go!

6. In-app marketing included in Mapp’s whiteboard

Display in-app messages while customers are using your app. You can also draw them back into the app with meaningful push notifications. Integration with Mapp’s Whiteboard allows marketers to automate cross-channel messages based on app behavior. Pretty cool! Learn more about mobile marketing with Mapp here.

7. Sophisticated lookalike audience builder

Creating retargeting campaigns using Mapp’s data management platform (DMP) has never been easier. Enhancements to Audience Builder allow you to add or remove contacts based on sophisticated behavioral logic, at the moment of purchase, or after specific event triggers – saving you from wasted ad spend.

Mapp Lookalike Audience

8. Cross-channel reporting

Mapp’s Campaign Reporting delivers a unified, near-real-time view of cross-channel campaign performance, which helps to drive faster and more informed decision-making. No more excuses – how many cross-channel campaigns are you running next year?

9. Content Management 2.0

Mapp gives users full control over the creation and customization of emails, subscribe & unsubscribe forms, and microsites with the WYSIWYG editor and drag-and-drop functionality. Current customers are reporting they only need half the time to create email campaigns now.

 Mapp Email Template

10. New data security certifications – you can trust Mapp Cloud with yours!

We are proud to announce that Mapp is ISO 27001 and 27018 certified, which means that we meet the high standard of protecting personal data in the cloud. Learn more in our recent blog post.

 

Don’t be shy if you want to see the features in action – just fill out a demo request here!
Safe Data

Mapp Achieved ISO 27018 Certification for Cloud Data Privacy

We are happy to announce that Mapp recently completed an independent third-party audit to renew its existing ISO 27001 certification and achieve ISO 27018 certification for cloud data privacy.

Achieving the ISO 27018 certification on top of the existing ISO 27001 certification for information security management underscores Mapp’s commitment to the safeguarding of its customers’ personal data. It also demonstrates Mapp’s capability to monitor, measure, and improve according information security and privacy measures and sets us apart from our direct competitors. Security and privacy are an absolute top priority for Mapp and form an integral part of our cloud service offerings – these are not just words, we can prove it!

What is ISO 27001? ISO 27001 is the international standard for information security management and defines the requirements for the introduction, operation, monitoring, and continual improvement of an effective information security management system (ISMS). It systematically ensures that an organization implements and maintains adequate technical and organizational security measures in line with state-of-the-art, industry-specific needs, risk, as well as legal and contractual obligations. The scope of ISO 27001 is not limited to personal data and an organization’s cloud offerings.

What is ISO 27018? The International Organization for Standardization 27018 Standard (ISO 27018) specifically covers privacy protections for the processing of personal information by cloud service providers. It focuses on the protection of cloud service customers’ personal data in the cloud and therefore extends an existing ISO 27001 control framework with privacy specific requirements. This control framework is very well aligned with data protection legislation, such as the GDPR, and is therefore an excellent tool for both implementing and demonstrating compliance with legal and derived contractual requirements.

Why does it matter? We believe that our customers must be in a position to trust us as their marketing technology provider. It’s not feasible for them to audit us individually, so it’s important for us to have independent certification – which is much more than a piece of paper.

Certified compliance with ISO 27018 means that Mapp has effectively implemented appropriate controls for dealing with customers’ personal data. The certification helps our existing and prospective clients satisfy their own legal obligations on assuring the data protection capabilities of the third-party service providers they use (e.g. Art 28 sec. 1 GDPR) – by verifying the scope and validity of the certificates. Since certified compliance with the ISO 27018 requires annual third-party verification, the rigor of this process and the resulting certificate should give customers additional confidence in Mapp as the right marketing tech provider.

Certification details The scope of the ISO 27001 and ISO 27018 certification is Mapp Engage hosted in the EU and Russia. In terms of personal data processing and protecting such, Mapp Engage is the most important element of the Mapp Cloud Suite. All of Mapp follows the same information security and privacy policies and standards, and our information security & privacy team ensures that the entire organization is and remains compliant with these standards.

#MappsolutelyProtected

CSM

BIMI: Use Your Own Brand Logo as an Email Trust Seal

Email is not a safe medium – marketers know that and consumers know that. What if you could put your brand on every email and users could trust it’s you? A new initiative called BIMI, or “Brand Indicators for Message Identification”, tries to fill this need. According to Brand Indicators, “BIMI is an industry-wide standards effort that will use brand logos as indicators to help people avoid fraudulent email, while giving marketers a huge new opportunity to put their brands in front of consumers for free.”

What about SPF, DKIM, and DMARC?If you get an email from Amazon, how do you know it’s actually from the ecommerce giant? One of today’s the solutions is authentication through SPF and DKIM. But do those techniques really help to fight phishing? The truth is no. DMARC, then, combines SPF and DKIM to tell the ISP how to handle mail with failing authentication. However, each domain owner can set up a valid DMARC record without much effort. So the problem still remains: how can we identify whether a domain belongs to an official brand or not?

Can BIMI can actually change that?The central idea behind BIMI is that companies can register their official domain at a “trust center.” Once they are registered and cleared, the brand’s logo will appear next to the email subject line in your inbox and in the upper left corner once you open the message.

Similar to verified Twitter and Instagram accounts (see image below), brands will have a trust seal comprised of their own brand logo.

As mentioned by MarTech Today, “the key idea is that brands will get lots of free brand impressions — there’s no charge to use BIMI — and users get an increased sense of trust about the source of brand emails.”
Want to join the BIMI movement?
The project is currently in beta, but brands can already register on the official website here: www.brandindicators.org. If you are interested in joining the beta program but don’t know how to get started, reach out to your Mapp account manager or email sales@mapp.com!

The Retail Roundup: Resources You Need to Become a Retail Marketing Guru

This month, we put the retail industry in the spotlight. Retail and digital marketing go hand in hand, yet marketers struggle to gain and retain customers in the competitive world of shopping. What marketers do know is that digital-first retailers give others a run for their money.

Retail businesses primarily focusing on online marketing continue to build and harness a loyal and engaged customer base. A report from Internet Retailing calculates that more than £150bn ($187bn) of retail sales are now influenced by digital and that retailers whose services don’t meet customers’ expectations could lose more than £12bn ($15bn) a year.

Retail today isn’t an establishment, it’s an experience. According to HubSpot, “By setting up special shops that only sell experiences, […] retailers can pull customers into delightful, memorable experiences that make much more of an emotional impact than buying a product.” These experience make for a compelling story that consumers will carry with them and be more than happy to share with others.

Explore our newest retail-specific resources to learn about the latest in retail marketing:

1. The Complete Digital Marketing Guide

Our ultimate retail guide lays out the most common challenges for retailers in the digital age. Examine the digital strategies every retailer should be investing in.
Download guide here

2. Webinar Where Retail Giant Tells All

Mapp’s recent webinar featuring a UK retail giant dives into consumer trends and digital strategies to make retail marketing personal. Learn from their successes in the webinar replay.
Watch it out now

3. Exclusive Interview With Mapp’s CEO

Publisher Internet Retailing got the scoop from Steve Warren, Mapp’s CEO, on how Mapp is the only company in the world that gives retailers full control over customer engagement through our unique combination of marketing technology.
Learn more

What are you biggest retail marketing challenges? Share them in the comments and maybe it will be the focus of our next guide!

Making Retail Personal with Real-Time Data [Webinar]

In an era of mass customization and commoditization, great product is simply not enough within many sectors, including retail. Catering to today’s consumer requires an understanding of their unique wants, needs, objectives, and circumstances. Discerning businesses know that personalization makes people pay attention and makes them more likely to engage with your brand. Retail today isn’t an establishment, it’s an experience.

Digital trends are shaping this experience in the retail industry. More specifically, shoppers are becoming savvier, attention span is on the decline, new digital marketing channels continue to emerge, customers are becoming more aware about what is happening with their data – to only name a few. This means that consumers have a plethora of choices when it comes to interacting with a retail brand and they are expecting each of these touchpoints to provide a positive experience. Even more so, digital influences almost every step of the decision-making and buying process. So, are your digital marketing strategies keeping up?

In our latest webinar, a retail group specializing in clothing and home goods, uncovers how they cater to consumers in the digital age across many of their brands.

This leading European clothing and home furnishings retailer has traditionally targeted men and women over the age of 40, however the business has expanded into new markets with a total of 14 brands, ranging from value oriented and high-end department stores, menswear, and home furnishings. Using Mapp Cloud and Mapp’s services, the company directly markets to 3.6 million unique customers across a giant group of multiple well-known UK brands.

5 key takeaways from our webinar:

  1. Balance customer-centricity and merchandising needs
  2. Focus on driving the second sale to mitigate advertising wastage
  3. Personalize retargeting efforts through display, SEM, in-app, and email
  4. Don’t pass up on traditional, non-personalized marketing techniques
  5. Connect the dots between offline and online customers; they are one and the same

To find out more about each of these digital retail strategies, including real-world examples, watch our webinar here:

Email Authentication With SPF, DKIM, and DMARC

The time when you could send an email to a mailing list through the magic “send” button and assume that your message had instantly delivered to the inbox of all the recipients is so far away.

Over the years, it has become clear that email is a powerful communication tool that, if properly used, can not only help but even become the main income source tool for a company. This means everyone wants to get their hands on email marketing – even the bad guys.

The increase in global email traffic, globalization, cybercrime and, who knows, maybe even global warming (it seems to be responsible for everything), have made it necessary to introduce regulations and tools to raise the IT security level. The email world can be a dangerous place and your communications deserve to be protected.

SPF, DKIM, and DMARC are three acronyms with which email marketers will have to get more familiar in order to prevent hackers from using your brand to spam or domain spoof, as well as being informed about phishing attempts through alert notifications.

How do SPF, DKIM, and DMARC work?Instead of drowning in jargon (which we will do later), let’s visit an analogy to explain the concepts of SPF, DKIM, and DMARC. The SPF record is a “document” that contains the name of the only authorized “virtual postman” – let’s call him Pat – who is in charge of delivering your email to the recipient. If done this way, the recipient will accept the message without batting an eye.

Sometimes Pat is sick at home and has to delegate the message delivery to his colleague, Jess. Most recipients will be suspicious of Jess, as they don’t know her. In this case, a forwarded email will lose the SPF features of the initial sender. However, with the help of the DKIM, Jess will also be able to deliver the message, because it will be properly signed by the original sender.

The DMARC dog, thanks to his good sense of smell, knows if the postman and his mail are fraudulent. He will start barking in order to alert the recipient about the upcoming scam danger. However, this smart DMARC dog can be also trained to let the postman pass through safely or, on the flipside, be trained to eat his mail.

This trio of SPF, DKIM and DMARC has now become a global standard, which means that your message can be properely delivered into the highly-coveted email inbox. Almost all providers accept this type of safety measure.

In the remainder of this post, I will dive into the technical specifics, including the utility, application, and functioning of these indispensable email authentication tools.

1. SPF = Sender Policy Framework

SPF is a protocol that authorizes an IP address to deliver to a recipient, put in place to counter phising attempts. This information is added to the DNS area of ​​the control panel sending domain.

When the recipient’s server receives the email, it compares the sender’s IP and the IP in the DNS and, if both are the same, it accepts the message and delivers it to the inbox. Otherwise, it returns a message by stating “Error 550 – Message rejected because SPF check failed” or delivers the message to the junk folder.

Since the SPF record is public data, it is possible to verify its propagation process through a DNS request via web or through some tools available online, such as: http://www.kitterman.com/spf/validate.html.

2. DKIM = DomainKeys Identified Mail

DKIM is usually a 1024 or 2048 bit encrypted key that has to be coupled with the sender domain, used to fight email spoofing. Upon receiving the email from the recipient’s server, it verifies whether the key, published in the email header, belongs to the one related to the sender domain. If not, they assume that the email has been intercepted by third parties and modified.

As for the SPF, DKIM implementation requires publication in the DNS area with the public key and signature visible in the message header.

To reiterate, the possible results of the record check can be:

Further possible errors could be Softfail,Neutral, None, Permerrorand Temperror. Obviously, only the Pass status is to be considered as a record correctly entered. To verify the correct add and propagation of the DKIM key, use this tool: https://dkimcore.org/tools/keycheck.html.

3. DMARC = Domain-Based Message Authentication, Reporting & Conformance
By publishing a DNS record, you will receive an alert whenever a domain that is not properly configured (doesn’t pass the SPF and DKIM validation) is used as sender. This way you know when, who, and how, your identity is used on the web.

The DMARC record published on your domain will have a similar syntax:

v = DMARC1; p = none; rua = mailto: alias@mydomain.com; ruf = mailto: dk @ bounce.apple.com, mailto: alias@mydomain.com

To check if the DMARC record has been correctly applied to your domain, use this tool: https://dmarcian.com/dmarc-inspector/.

Currently, DMARC is the most effective solution to fight domain spoofing, even if the war to keep the bad guys away from our emails is not completely won. The question that still remains hard to answer is how to be sure that a domain with a valid DMARC signature really belongs to the brand it pretends to. The solution lies with BIMI (Brand Indicator for Message Identification) – read about all about it in our latest blog!

In terms of information technology security, using SPF, DKIM and DMARC is the best response to email spoofing. Mapp uses SPF and DKIM as a default. If you’d like to be supported with DMARC, please contact us, we’re happy to help.

p.s.: No postmen were harmed in the making of this blog post!

witt weiden case study

Witt Weiden Boosts Revenue from Email Marketing by 56% [Case Study]

Witt Weiden, founded in 1907, is a German mail-order house for clothing with a thriving presence in Europe, Russia, and the USA. Catering mainly to women aged 50+, they have generated more than €820 million in revenue in 2017, with a year-over-year growth of 4%. Witt Weiden sends around 250,000 packages every day from the small town of Weiden. The company is part of the OTTO Group, one of the world’s largest retailers operating in 30 countries with online sales of €7.9 billion.

The Challenge: Witt Weiden’s performance in the textile mail-order business is highly correlated with their marketing team’s email abilities. The company’s email marketing campaigns encompass at least 14 newsletters a week. Sustaining the company’s success means executing complex and challenging email marketing campaigns for its eight different brands operating in several countries.

The primary challenge, however, lay with their email marketing platform that was extremely time-consuming. More specifically, it was necessary to manually upload email lists at the beginning of every day, as there was no option to automate emails. Using another tool for newsletters, the team was required to copy-paste HTML code for every email into their email marketing tool. With all these disjointed tools, the chance of encountering errors and issues was very high. Email marketing managers were becoming frustrated, as they wanted to work on creative email ideas, but instead were bogged down by uploading files and troubleshooting HTML code.

According to the company’s Email Marketing Manager Peter Scholzuk, a seasoned marketing professional with 8 years of email marketing experience, Witt Weiden needed a much more efficient content management platform. Scholzuk emphasized that you can have the best marketing strategy, but if you have an incompetent partner or an inefficient tool, those plans might as well not exist. Therefore, this new tool needed to optimize the email marketing campaigns at all stages (i.e. creation, deliverability, management), as well as significantly improve the team’s productivity.

The Solution: After a thorough evaluation of the tools proposed by several providers, Peter Scholzuk and his team chose Mapp Digital as their digital marketing platform. Powered by two solutions, Mapp Engage for email marketing and Mapp Connect to integrate with Witt Weiden’s in-house CMS, Peter’s team was able to get quickly up and running.

The platform has enabled the email marketing team to create newsletters by setting up a template once and then reusing it through the drag-and-drop capability, generating a variety of designs easily. With a unique time-saving prowess, Mapp Engage has done away with the need to code from scratch each time to create multiple newsletters. Mapp Engage also has an efficient reporting system embedded that generates automated weekly reports based on specified KPIs and stated information. Both internal newsletters and external communications with affiliate partners are now done using Mapp Engage, allowing complex email campaigns to be effortlessly executed.

Since its implementation, the growth has been phenomenal and the company is currently sending millions of emails every month. With Mapp Engage, Witt Weiden is planning future digital marketing campaigns that will provide customers with tailored content depending on their location.

The Results: Mapp Engage made it possible for Witt Weiden to automate its email marketing campaigns, putting an end to the manual handling of HTML code that caused numerous problems. Witt Weiden’s weekly newsletters have doubled from 15 to 32 on average after the implementation of the new solution. This has had a significant impact on the revenues generated through these email campaigns, with a significant increase of 56 percent.

Mapp Engage has lived up to the expectations of the email marketing team when it comes to both volume and deliverability, thus ensuring better reach and increased personalization of messages.

Last but not least, working with Mapp Engage, Peter Scholzuk and his team didn’t have to worry about modifying their data processing mechanisms or any other documentation-related issues when GDPR arrived. The email marketing operations carried out through the platform automatically comply with all the regulations enacted by the European Union.

Download the full case study here: mapp.com/case-studies/witt-weiden.pdf

11 Things I’ve Learnt in 11 Years of Running an Agency

KISS has just celebrated its 11th anniversary. As the creative agency that clarifies the complex, we’ve certainly changed over that time, but we’ve never moved away from our founding principle of keeping it successfully simple.

Having started out working in the corner of a converted church, we have gone on to build a fantastic family of clients in the science, technology and education sectors. KISS is now an integrated agency with in-house capability across strategy, creativity, branding, advertising, digital, PR, influencer marketing and social media.

These are 11 things I’ve learnt since we started KISS:

1. Success comes from the team making thousands of micro-decisions each day One of the most important things I’ve learnt is that success is never down to a single person or factor.

2. Young or old, age is no barrier to success, attitude is We have a really great team working for us at KISS. But what has been noticeable about the highest fliers is a can-do attitude that doesn’t necessarily align with experience or years in the job. When you stop looking at the clock, you know you are in the zone.

3. Develop a compelling strategy, build the best team that you can and then empower team members to succeed Develop insight and be honest about your own, and the team’s, strengths and weaknesses. Make strategic choices, don’t float about! Your team is key to your success, so don’t hold it back.

4. There are three types of people in the world There are those that add, those that multiply and those that diminish. You need to have a mixture of the first two and move the last group on quickly.

5. What we are doing in two years’ time will be 33% different to what we are doing now Digital transformation, the changing landscape of the media, and wider social and political changes mean we have to relentlessly clarify the complex and to be quick to react to opportunities and threats in the market. Our clients are experiencing this as well.

6. Proposals get turned into business and contracts clarify, conversations don’t Relationships and requirements can quickly become way more complicated than was first anticipated – or can simply take you in an unexpected direction. Having an agreed written document that everyone can refer to makes it much easier to see who is responsible for what and which aspects are in – or out of – scope.

7. Be soft when making hard decisions Always think about how a hard decision you have made will affect other people. When delivering bad news, do so with openness and sensitivity.

8. We can go faster than our clients, this is a key part of our value KISS is able to flex to take the strain of clients’ ups and downs. In the past we have completed international rebrands in two months, and we have branded and launched products in America in six weeks from inception to market. We have identified influencers, developed content and started engaging in one day. If you have the vision, drive and resources, we can deliver to any timeline.

9. Just because everyone disagrees with you does not make you wrong Nor does it make you right. Create a culture where decisions and recommendations are made in the best interests of the business, not the directors or any one individual or group. This is particularly hard as we are all emotional and prone to stress and other external factors.

10. Deal with your mistakes quickly – things don’t get better just because you want them to It can be easy to gloss over a mistake, rather than correcting it. But getting the best results can mean admitting when you got things wrong, and then dealing with them swiftly. Some ideas can sound great in theory, but if they don’t work in practice, then it’s time to rethink. In agile project management, there’s a philosophy about failing fast – if something isn’t working, it’s better to acknowledge that sooner rather than later, rather than continuing down a path that, ultimately, isn’t going to bring us all the results we want.

11. Make a profit or you will not be able to reinvest in your agency – and its value to clients will diminish Don’t be embarrassed to talk about money and profit. Educate your clients on how you make a profit – a lot of the time they genuinely don’t understand the agency model. You must make a profit to have a sustainable business that allows you to reinvest profit for the benefit of your clients and team.

csm

How to Optimize your Marketing Technology Stack with Unified Customer Data

Marketing technology is a bridge that enables marketers to create, nurture, enhance, automate, and measure consumers’ brand interactions. Savvy marketing leaders are adopting innovative marketing technology (or “MarTech”) solutions to understand how people move through the entire customer lifecycle. Much of marketing in the digital age is centered on using this technology to access and analyze big data, collected through consumer interactions and engagements, to form predictions about future behaviors. Knowledge of the customer is a top priority for marketing professionals and marketing organizations.

The challenges marketers face in terms of customer knowledge are often tied to customer data that isn’t integrated or unified. Reaching your customers across the multitude of digital touchpoints that exist is difficult to achieve when your data lives within separate point solutions across your organization.

The Customer is the Center of the Universe
Marketing has evolved into a customer-centric discipline, which places the individual customers at the heart of marketing design and delivery. As brands fight for customer loyalty, it is crucial for marketers to utilize their data in the interest of their customer. As customers have different behaviors and preferences, customer-centric marketing moves past a “one size fits all” approach to cater to the individual. As a customer-centric marketer you are always working towards gaining a 360-degree view of your customer and their journey with your business. Synthesizing these rich insights about individual customers is only possible with a unified data set, at the center of an optimized and integrated MarTech stack.

Do you have a MarTech Stack or just a stack of marketing technology?
MarTech tools are often SaaS platforms that offer a variety of solutions like marketing automation, social media engagement, AdTech, content management systems, analytics tools, and others. These MarTech tools span the following core categories: Automation, Advertising, Content, Analytics and Reporting. These numerous, often non-integrated tools collect and store data about each customer across different teams and departments. The data is at risk of becoming fragmented, leading to fragmented marketing, which in turn makes marketers struggle to obtain a 360-dgree view of each individual prospect or customer. Data silos prevent organizations from delivering a consistent, holistic customer experience.

(Example of what a typical marketing stack might look like)

The Challenge: Breaking Down The Silos
We have known data silos are bad for the last 30 years, but yet we are still talking about them! To quote Cyfe, “Data silos exist separately; without sharing, cross-referencing, interpreting, adding to each other’s self-contained data sets”. There are many reasons for these data silos, but we all agree that if you control your data you control your business’ future.

Corporate structure can play a role in how these silos are created. They exist because separate business units within a company collect data for a particular purpose. This does not lend well to the sharing of data. For example: a typical marketing department will have specific individuals or teams using different platforms for each marketing objective. These separate teams will have ownership over the data being aggregated by “their” tool, often resulting in a siloed data view. If each piece of the marketing puzzle is assigned its own MarTech solution, it will become harder and harder to integrate all that data.

Any established company that has gone through various leaders, philosophies and acquisitions will experience incompatible systems. As companies grow over time and as leadership roles change, vendors relationships can change too. Sometimes that growth can come in the form of acquisitions, where the organizations involved have not only completely different philosophies but also different systems and an overlap in vendor service providers. Typically, these systems are incompatible, can’t communicate and can become obsolete. The result is, more siloed data and a cumbersome workflow.

Making matters even more challenging the marketing technology landscape is rapidly evolving with thousands of different software technologies crowding the market. From 2017-2018 there was a 27% increase in MarTech solutions being offered. This image (see below) from Chief Martech demonstrates the 6,829 martech vendors available. With the amount of MarTech vendors available, businesses have a much higher chance of falling victim to data silos within each single platform or tool.

The Solution: Unified Data on a CDP
To ensure the flow of data is flawless, you need to go beyond the marketing technology platforms. Everything has to come together like a well-oiled machine, which requires all the working parts to be in perfect working order. This happens when you successfully merge all fragmented data sources into one central place. Previously siloed data sets will be able to communicate with each other for the first time. This type of convergence holds the potential to unlock breakthroughs that weren’t previously accessible, including an unrivaled level of customer centricity.

Enter the CDP
Marketers’ frustration over disconnected customer data and eagerness over unifying it has inspired a new set of MarTech solutions: Customer Data Platforms (or CDPs). Per Gartner, “A CDP is a marketing system that unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers.”

CDPs centralize data collection, unify customer profiles from disparate sources, create and manage segments, and activate those segments in priority channels. The CDP is both the foundation for data-driven marketing and customer-centric marketing, with comprehensive data making a single customer view possible. Marketers are able to draw on first-, second-, and third-party customer data when planning and executing marketing efforts. From the customer’s perspective, this means more meaningful, relevant, and timely touchpoints throughout the customer journey.

When evaluating the CDP marketing place, marketing leaders should gain an understanding of how the CDP ingests data and how it integrates with your internal and external data sources. This will help you determine whether you just need a CDP solution or a marketing cloud with an underlying CDP, depending on the current execution platforms in place.

How Can Mapp Help?
Mapp Cloud is the unique combination of a marketing cloud, a DMP and CDP, helping you consolidate many technologies into one platform. With an execution layer on top of the CDP, you can launch cross-channel campaigns from a unified data set.

Mapp’s comprehensive solution is designed to support customer acquisition and customer engagement. Your marketing teams will be able to coordinate, build, and automate campaigns across email, mobile, social, and web, as well as share and view data analytics. Any data from your external vendors will also be unified in Mapp’s CDP.

The result is the ability to trigger the right message in the right channel at the right time! This will ensure consistent, meaningful touchpoints throughout your customers’ entire journey with your brand.

Check out the webinar replay on this topic to learn even more about how Mapp can help you optimize your MarTech stack with unified customer data:

Wrap-Up: From Data Silos to Unified Data
Don’t let your MarTech stack become the source of fragmented data. Focus on data strategy rather than technology platforms, bring all your data together to uncover everything there is to know about your (prospective) customers. The end goal is to create a single profile of a customer with a 360-dgree view of their brand interactions. By aligning deep customer insights with communications and operational processes, a company can drive sustainable results and become truly-customer centric.

If you’re ready to see a demo of how Mapp Digital can help your company, email hello@mapp.com.