Organisations are still failing to fully understand their digital estates and the systems they already have. Many are fairly digitally mature, with estates that have grown at a rapid pace. Due to the particularly high turn-over in senior marketing roles, coupled with increasing marketing technology spend, businesses are likely to have multiple systems in place, which are not being utilised or integrated properly
These ‘Frankenstacks’ of disconnected technology have developed for a number of reasons, primarily due to the fact that organisations have been working in silos for years. Each area, line of business, division, etc. often acquires technology separately. This creates a monster of parts, all probably very good in their own area but as a combination stitched and patched together and not always serving the common good.
In addition, each silo is in various stages of maturity when it comes to technology. Further compounding issues is the advent of the cloud, which has led to a greater ability to operate outside of an IT function and therefore not have to communicate across business functions and other silos.
However, in this age of the customer, consumers expect – in fact demand – a seamless, joined up, personalised experience. Something that is difficult to deliver in a disjointed digital estate.
This disconnect also makes it increasingly difficult to track and understand why and where problems are occurring across the digital estate, especially when there are many stakeholders and agencies involved.
By closely examining current marketing and data architecture, and the way systems, tools and data presently connect (or fail to connect as the case may be), organisations can gather a clearer idea of how to effectively join up and better manage a digital estate.
It may be that instead of putting new technology in place, an organisation could get more value from using its current technology better – for example by configuring it or integrating it in a smarter way. Alternatively, by conducting a thorough audit, organisations will be in a much better position to speedily identify and solve problems such as a sudden drop in transactions. In order to successfully do this though, organisations need to have access to the right skills and expertise to review an estate in its entirety.
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