Data silos are a major challenge for marketing, hindering companies from gaining a complete picture of their customers. Silos can arise from culture, technology and organizational design, and cause issues such as inconsistent messages, irrelevant recommendations and missed chances for personalization.
Breaking down silos requires an overall goal for customer data. Companies need to assess their current data landscape, establish data guidelines, create an integration plan, enhance data quality and foster cross-functional collaboration.
To begin, the company needs to identify data silos, understand data sources and evaluate data quality. Data warehouses and integration tools should be used to make data collected from various sources usable. Data quality tools and processes must be employed to ensure accuracy.
Organizational design is also key. If IT manages data, it becomes part of the application landscape and can be overlooked for cross-organizational value. If another business organization controls the data, then departmental concerns may trump corporate ones.
To dissolve any barriers and promote team data sharing, a culture shift is necessary. Companies must ensure everyone is working towards a common goal and is aware of the value of integrated data.
Ultimately, breaking down silos enables companies to unlock the true potential of marketing. With integrated data, companies can have better data management, accurate campaign targeting and the ability to measure performance accurately. This can save an organization millions of dollars annually.
Originally reported by Martech: https://martech.org/breaking-down-data-silos-a-practical-guide-to-integrated-marketing-data/
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