Few Marketers Use a Single System of Record for Data Management

From social listening insight to email metrics, US marketers rely on a slew of data sources to inform their decisions. But less than 9% of those polled by mobile marketing provider Tune in March 2017 said they use a single system of record to bring all that data together.

Instead, roughly 21% of respondents rely on multiple databases, and 16.5% use a marketing cloud service to house data.

Though not quite the same thing, a well-integrated marketing cloud could potentially serve more functions than a single system of record. It could not only bring data together, but also deliver actionable insights to marketers and operationalize them through email marketing, social media and other channels.

Why it’s hot?

  • Having no centralized repository of data has been a challenge rife amongst my clients. By having disparate and at time conflicting metrics for success, silos have been established, and politics increase.