All too often, we see organisations either rushing to buy marketing and data technology, or investing in new technology, which then does not deliver on its promise or expectation. They are all driven by a desire to stay one step ahead of the competition and carve out an advantage in an increasingly crowded and fast-paced environment, yet many fail to achieve the desired results.

Frustratingly, the technology to enable them to do this is available, however it’s just not being selected and implemented in the right way. In order to really unleash the potential of marketing and data technology organisations need to shift their mindset, this is not an easy task, but with access to the right skills and expertise, it is achievable.

Over the last few weeks we have been sharing excerpts from our recently launched ‘Ask The Experts’ report which details the critical steps organisations need to take in order to achieve data technology success. These steps can be summarised as follows:

  1. Don’t start with technology

Understanding how your customers interact with your brand, how they will in the future and what disruptions in the market might change this relationship are key to mapping customer experience. This understanding can then be used to develop a customer-focused strategy, which, once in place, can indicate what specific role technology needs to play in delivering this strategy.     

  1. Conduct an audit

Before purchasing any new technology, organisations first need to fully understand current systems, as many already have multiple systems in place that are not being used properly. By closely examining current marketing and data architecture, and the way systems, tools and data presently connect, organisations can gather a clearer idea of where there is a genuine need for new technology. Often, organisations can get as much value from using its current system better, than putting a whole new technology in place. 

  1. Choose the right technology for your needs

There are more marketing and data technologies available than ever before. Having the skills to know which technology will not only deliver results for your specific needs, but also fit with your existing systems, is vital. Niche expertise and experience is required for this, however this is not commonly found within in-house marketing and IT departments so seeking independent, expert advice can save considerable time and money. 

  1. Keep it agile

Do not make the mistake of rushing and not effectively managing expectations across the business as this often means new technology is viewed as a failure if it does not deliver quickly. The key is to carefully balance the adoption of the technology with what you’re trying to achieve, in order to bring greater value in the longer term. 

  1. Choose your team wisely

Having a tight, expert team is the difference between success and failure. This is especially true in terms of integrating new technology with existing systems. If new technology is not integrated correctly, then adoption rates are likely to be low, it will be perceived badly and ultimately it will not provide the required return on investment or solve the issues it was brought in to address.

The pace at which things are moving – not just in terms of customer demands and technological advancements, but the speed at which marketers are expected to react to – is becoming increasing rapid. By following the above steps organisations will be well on their way to achieving data technology success but it won’t be without the need to invest some serious time and investment. In getting it right however, the potential benefits, could be huge.

Over the last few weeks we have been sharing our advice for achieving data technology success, featuring excerpts from the ‘Ask The Experts’ report.To read the report in full request your copy.

Bench also runs regular ‘Knowledge Bench’ events, which are informal forums for interested and like-minded people to get together, share data and marketing technology challenges. Find out more or Register to attend.


Talk to us if you want to learn more.

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