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How Data Integration Tools Can Turbocharge Your Marketing

Marketing professionals who want to gain or maintain a competitive advantage need the right data integration tools. Data integration tools allow marketers to look at customer data in a different way. Instead of looking at different marketing channels against channel-specific metrics, marketing professionals can use data integration tools to develop a customer-centric view and target marketing messages more accurately.

Using data integration tools to create relevant marketing messages across marketing channels can be a real challenge. Depending on how marketing is organized in a company, the company could be home to many silos of data that never connect. Furthermore, digital and traditional media offer marketers different data sets at different time points in the marketing process, making cross-channel data integration even more challenging.

What Data Integration Tools Do

Data integration tools can automate back-end processes with the ultimate result of reducing friction in the sales cycle. When these tools help companies develop a customer-centric approach to data, companies can close deals faster, accelerate time-to-market, and improve relationships with customers. Data integration takes in big data analytics, marketing automation, and business intelligence. With data integration tools, companies can maximize return on the investment in these data channels.

Data Integration Tools Maximize Demographic Information

A channel-centric approach to demographic data, for example, might ask customers to register using an email address or mobile phone number, which alone give little clue as to how to personalize marketing techniques.

If, however, marketers ask for basic demographic and sentiment data in the registration process (such as zip code, date of birth, or favorite products), they obtain data that helps them create targeted calls to action.

Watch the webcast: Getting Closer to Your Customers with Data Quality as a Service

Data Integration Helps with Analysis of Aggregated Experiences

Many marketing professionals attempt to extract individual consumer data from general traffic trends. For example, they may send out SMS messages with embedded links to customers, track how the links perform, and use this information to gauge online behavior. But a customer-centric approach could involve sending unique, personalized URLs (using a URL shortener) to individual customers. From those, they can track the online behavior of the individual, including which web pages were visited, and for how long. Web behavior could then be mapped to individual customer profiles using data integration tools.

Data Integration Tools to Turbocharge Your Marketing

With data integration tools, consumer online behavior can be tracked and analyzed.

Data Integration Tools Break Down Data Silos

Channel-centric marketing keeps data separated into silos, but data integration tools can break down those silos and provide valuable, actionable information. Data integration, for instance, could be used to evaluate customer lifetime value, letting marketing professionals understand purchasing history and shopping behavior and calculate a return on their marketing investment.

Many marketers send out mobile coupon codes via SMS and then measure open rate and use the company’s point of sale system to track coupon redemption. While this may provide some insight, data integration tools could allow them to do much more. When marketers integrate their SMS coupons and their point of sale, they can validate coupon codes with the point of sale system before distribution. Then, when the customer uses the coupon code, validated with his mobile number, the POS system can instantly gather data on the entire coupon life cycle, including opening, downloading, redemption time, and redemption method. This makes it easier for marketers to classify customers based on their type of purchase activity and target marketing messages better.

Retail Marketing Research and Data Integration Tools: An Example

Retail marketing research firms like UK company Kantar Worldpanel rely on data integration tools to make better use of big data and produce more comprehensive historical analysis of archived customer data. With 500 clients in manufacturing, food supply, retailing, and associated industries relying on the company’s advanced analytics and tailored market research, Kantar depends on data integration tools to sort and process 1.2 million customer records per week and turn the data into actionable insights. With data integration tools, the company delivers meaningful consumer insights and market trends rapidly.


Without data integration tools, valuable existing data remains locked up in silos, the flow of actionable data is slower, and a company’s competitive edge can erode. But when companies use data integration tools, the insights gained help them improve customer satisfaction and increase sales. Furthermore, with data integration, more deals can be closed in less time, and with less sales cycle friction, allowing companies to strengthen relationships with customers.

Find out how data quality as a service can help you drive marketing results with our webcast: Getting Closer to Your Customers

With experience in helping customers in industries as diverse as finance, life sciences, and entertainment, Syncsort is able to provide data integration tools that release data and all its potential from organizational silos, helping companies get the most from every dollar spent on marketing data.

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