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How marketers can build a data-driven stack

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How marketers can build a data-driven stack


“We are all experiencing a massive explosion of data,” said Leslie Lorenz, head of North American retail industry at Snowflake, in her presentation at The MarTech Conference. It’s no surprise, then, that her brand is also “getting many [brand] requests that say they want to be data-driven.”

Most marketers would agree access to more customer data is a good thing for brands. Yet fragmentation, duplication, and other issues can often disrupt campaigns. Brands need ways to concentrate customer data and create a unified source of truth.

“How we bring all of that data into one place is the challenge,” she said. “What we’re ultimately seeking is the ability to bring data together to discern each customer interaction and its contribution to revenue. It’s going beyond basic business rules like first-touch and last-touch and moving toward data science models that incorporate the nuances of each customer touchpoint.”

Lorenz says the key to addressing these issues is creating a fully data-driven marketing tech stack. Here are some steps to begin the process.

Identify the causes of fragmented data

There are a slew of technologies available to marketers that collect and analyze customer data. However, these same assets can end up working against them. How? Data siloing.

“Each one of these different applications that we’re using, and all of the different customer touchpoints, are just creating more data silos,” said Lorenz.

Source: Leslie Lorenz

Addressing data siloes is no simple feat — marketers need to investigate the root causes of the issue, being careful not to disrupt their current data collection processes. Fortunately, data integration tools can help identify these problems by centralizing information from each customer touchpoint.

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Once the data issues are identified, marketers will have a better grasp of their customers and potentially pinpoint the causes leading to poor experiences.

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“What is needed is a seamless way to understand everything customers are doing,” said Lorenz. “[Understanding] their needs and how they want to be engaged, ultimately tying that back into the internal organizational data set or sales.”


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Start building a data-driven martech stack

“Most of this starts with data capture,” Lorenz said. “How do we get our data into the single source of truth? This involves different types of data, whether it be advertising data, first-party data, or more traditional marketing data implementations.”

Source: Leslie Lorenz

An effective marketing tech stack unifies platforms and services to share data and create a cohesive story of the customer experience. Using data unification tools can help ensure these stacks avoid generating data silos.

Lorenz highlighted some of the effective ways her brand is building its data stack: “We pull data via ELT [extract, load, transform] tools, streaming tools, or data sharing capabilities into our tech stack. And once it’s in our data tech stack, we set up the ability to process that data.”

Prioritize digital transformation tasks

Digital transformation is the process in which brands transition their operations to digital systems to better understand customers. The tasks involved encompass a wide range of activities, including personalization optimization, omnichannel engagement and marketing attribution enablement.

“Our first step was just enhancing what we currently had — the current view of the customer,” she said. “We used that to get an understanding of how to make our engagements more relevant to our customers and how to drive toward personalization.”

Source: Leslie Lorenz

In addition to increasing personalization, Lorenz recommended that marketers focus on transforming omnichannel experiences and marketing attribution systems.

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Omnichannel engagement. Omnichannel tactics go beyond multichannel approaches (something they’re often confused with) to help marketers gain that full view of the customer. By centralizing customer data via a CDP or other data tool, marketers can better understand their audience’s preferred touchpoints, using that knowledge to enhance experiences across all channels.

Data-driven marketing attribution. Improving customer experiences relies heavily on optimizing marketing attribution. If you don’t know which touchpoints or behaviors are contributing most to the bottom line, it’ll be difficult to create a sustainable marketing pipeline. Employing marketing attribution tools is a great way to identify these activities.

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Lorenz believes these transformative tasks, centered on data, can help marketers create tech stacks that enhance customer experiences.

“We used the data to create a better connection with our customers,” she said. “[We created] a better brand experience and found a better use for our marketing dollars, which helped us understand how we can best move forward and grow the organization.”

Snapshot: Data management platforms

For years marketers and advertisers have used data management platforms, or DMPs, to manage audience information. This software houses preference, behavioral, and demographic data in a centralized location so marketers can craft targeting segments for their campaigns.

DMPs collect data from consumers on many platforms. Yet the amount of information marketers and brands use is limited. The advent of privacy regulations such as GDPR and CCPA has encouraged companies to increase data collection transparency, building more trust among customers.

In addition to their storage and organizational capabilities, DMPs make campaigns easier by communicating with customer data platforms (CDPs), demand-side platforms (DSPs), and other marketing technologies. The DMP pulls in first-party data from these platforms, analyzes it and identifies key growth opportunities, then funnels it back to the original source. These capabilities have led to big players such as Adobe and Oracle adopting the technology.

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Marketers can use DMPs to transform their campaigns. By collecting data from many campaigns, you can create even richer datasets than if they were analyzed individually. Building audiences and organizing customer data has never been easier. Learn more here


About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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