
Each new marketing innovation, from programmatic advertising, advanced analytics, and multi-platform targeting, has advanced an enterprise’s ability to find new customers and improve advertising results. These solutions are no longer nice-to-haves – they are essential to deliver successful marketing strategies; but each has led to a complex marketing cloud that requires technical expertise to manage.
Building teams that can handle the technical and marketing demands of the cloud vendor will be a major focus for enterprise businesses this year. CMOs and agencies – traditionally not equipped with the technical knowledge needed to assess each third party provider, their reporting platforms, and the strategies needed to leverage them effectively – often initiate SLAs with these companies, but leave implementation and performance ramifications to the tech department. Over time, as third party on top of third party creates an inflated marketing cloud, companies tend to develop two problems. First, the CIO believes the CMO is taking budget and authority while burdening tech to implement a host of tags without insight into why they are being added, the tag purpose, and the extent to which vendors collect and share data. This contributes to a growing rift between tech and marketing, which in turn results in difficulty identifying site performance issues and data leakage risks, not to mention endless wasted hours of staff time trying to communicate across a divide.At Evidon, we see clients who implement a marketing cloud management solution and use it to achieve a culture of data governance within their organisation. In this culture, staff are motivated to monitor and assess the third parties needed for both marketing success and better site performance. They work together on SLAs that clearly define data collection and sharing policies, and use a marketing cloud management tool to monitor their sites for any data violations, performance or security issues. The CMO and CIO relationship becomes a productive one, where everyone is on the same page and works together to conquer a vast array of innovative options.
Amy King is VP of Product Marketing at Evidon. Image sourceShare this story