How can you ensure MA success?
Technical and data architecture
System integration
Marketing
Organisational change
Reporting and analysis
Too often when setting out on an MA journey, data and tech are left out of the equation rather than being seen as the foundation upon which everything is built. This pitfall can easily occur if thinking is limited to the way you market today rather than considering the art of the possible and plotting the route to get there.
Organisational change: your marketing department will require a new set of skills to take advantage of the technology, with more emphasis on planning and analysis alongside traditional campaign execution.
Marketing: Accurate and relevant data twinned with well-thought out integration enables you to take full advantage of the power of MA technology.
Reporting: It’s vital to have a clear idea of what metrics matter most to your organisation and why, to ensure that you have the right data and structures in place to support them.