Lower Technical Lift With Iterable’s Ingest Toolkit
The martech ecosystem is booming. Currently, there are over 14,000 SaaS tools powering today’s tech stacks an almost 30% increase in the last year alone.
With all of these different tools being integrated into martech stacks, it’s critical for marketers to be able to not only access, but activate their customer data—and do it efficiently. Brands are faced with the challenge of doing more, with less.
Lower Technical Lift With Iterable’s Ingest Toolkit
The martech ecosystem is booming. Currently, there are over 14,000 SaaS tools powering today’s tech stacks an almost 30% increase in the last year alone.
With all of these different tools being integrated into martech stacks, it’s critical for marketers to be able to not only access, but activate their customer data—and do it efficiently. Brands are faced with the challenge of doing more, with less.
But, with a bevy of tools to choose from, resulting in fragmented martech architectures, we’re seeing a trend of underutilized data and wasted resources.
The Problem: Trapped Data
Customer data fuels the personalization engine. Without it, high-quality marketing communications are a no-go.
That’s why data teams everywhere are rapidly adopting and investing in data warehouses. But, when this data is stuck in data warehouses—or trapped in other tools—it requires significant tech resources and a higher operational burden to be able to activate it and use it in customer communications.
This results in less efficient marketing teams, less personal marketing communications, and decreased customer loyalty and revenue.
The Impact on Efficiency
Data warehouses require complex technical integrations and ongoing data pipeline management. As a result, technical teams are bogged down spending time supporting marketers. They have to constantly context switch because they’re working in the data source and the data storage layer but then have to also build the data pipelines to the activation layer.
Marketer’s Over-Reliance on Technical Teams
Technical teams face a challenge when it comes to supporting marketing teams. They have to balance supporting marketing teams with data requests with letting marketers pull data from the storage layer which requires a lot of cross functional alignment.
Operational complexities are evident in the challenges faced by marketers:
- 57.2% report insufficient time for their priorities
- 43% struggle with accessing the right data
- 36.4% face internal misalignment of priorities
So, to avoid the heavy lift of connecting marketers directly to the data, technical teams have to help marketers troubleshoot segments and other work. Otherwise, marketers may pick the wrong data to use for their intended efforts.
This dependency on technical teams limits marketers’ ability to drive experimentation and personalization, ultimately impacting their ability to grow customer loyalty and increase growth. After all, 80% of consumers are more likely to purchase from a brand that provides personalized experiences.
Technical Team’s Increased Frustrations
This over-reliance on technical teams, no surprise, leads to immense frustration. Technical teams are frustrated with having to work across different tools. They want to work directly in their storage layer and have marketers self- serve, but don’t have the time or resources to allow for that to happen.
They’re also frustrated by marketers’ removal from the data and lack of understanding because the tools they work with require technical teams to do the heavy data lifting—there’s never an incentive for marketing teams to become more versed in data operations.
Lastly, they’re also frustrated because they have to spend time supporting marketing versus executing on their own roadmaps and tasks.
