Leverage real-time data for cross-channel marketing: Companies today need to take a data-centric approach to build relationships and better serve customers. Learn why today's businesses have to be strategic in leveraging their data.

1. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
7 Obstacles to Integrating Marketing Data
Peter Chase
@PeterRChase
EVP and Founder, Scribe Software
Daniel Lynton
@DLynton
CEO and Founder, LyntonWeb

2. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
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3. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
Data Integration: Reliable, Scalable, Flexible
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Established market leader
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Leader in Microsoft Dynamics Integration
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Cloud, premise and hybrid solutions
Trusted Partner
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12,000 customers
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1,200 partners
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Global reach
Key Offerings
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Scribe Insight:Front Office, Back Office, Enterprise Ready
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Scribe Online: Integration Platform for Partners. Solutions for Customers

4. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
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Marketing and Technology Agency –Founded 1999
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HubSpotand Scribe Partner
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Hundreds of CRM integrations over the past three years.
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Headquartered in Houston TX
’Inbound Marketing is Our Passion.’
-Said Everyone @ LyntonWeb

5. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
Agenda
The Role of Integrated Data in Marketing
The 7 Obstacles to Integrating Marketing Data
Wrap Up and Q&A

6. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
The Role of Integrated Data in Marketing

7. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
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Rise above the noise
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Buyers engage brands later
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Know your prospect
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Targeted, aware, personalized
From Impressions
To Involvement

8. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
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ERP, CRM, Marketing, Social, other
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Data design drives need to be surgical
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Synchronize Attributedata
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Capture and share Interactiondata
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Aggregate and analyze Resultsdata
Breaking Down
Customer Data Silos

9. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
The 7 Obstacles to Integrating Marketing Data

10. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
Obstacle #1
Divergent Data Models
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Flat vs. Normal vs. Hierarchical
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1:N or N:1 relationship common
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Industry can lead to complex CRM relationship models
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Logically map before you start

11. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
Obstacle #2
Data Quality
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Completeness or accuracy of data elements in the record
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Missing or bad data
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Destroys effectiveness of application
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Assess a sample of your data
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Leverage tools in integration design

12. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
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Technically part of Data Quality
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Cost money and make you look bad
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Destroy user adoption
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Utilize advanced matching services
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Address at all entry points with standardized, consistent approach
Obstacle #3
Duplicates

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Strip out the noise
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Too much data destroys productivity
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Cloud computing/storage costs issue
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Start with the end, prioritize key fields to drive ROI, strip away everything else
Obstacle #4
Data Relevance

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Obstacle #5
Performance
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The right data to the right person at the right TIME
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Latency versus throughput
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Utilize change/event data capture
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Utilize bulk & parallel processing

15. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
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Obstacle #6
Rate of Change
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Innovate, don’t imitate
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Rigid solutions lock you in
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Change in applications and process inevitable
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Utilize open and flexible integration platform

16. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
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Obstacle #7
IT Dependence
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Access and credentials
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Availability of programmer resources
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Utilize cloud GUI based integration platform

17. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
Next Steps
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Get started on it tomorrow
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Pick off the low hanging fruit
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Build experience and momentum
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Tackle the more complex high value use cases
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Achieve effective integrated marketing

18. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
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19. CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
Peter Chase
peter.chase@scribesoft.com
@PeterRChase
Daniel Lynton
daniel@lyntonweb.com
@DLynton
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“The More You Know (About Customers), the More You Grow”