Informatica Collaborates with Google Cloud on Marketing Analytics for CMOs
If you haven’t seen it yet, I want to recommend the Informatica Naked Marketing blog series written by my marketing colleagues. In it, we give full details of how we built a B2B marketing data lake from the ground up. The data lake provides all our marketers, field marketers, and sales with valuable, connected data about our customers and prospects gathered from all their interactions with our website, digital content, digital advertising, and social media. The journey to the data lake wasn’t easy; the biggest challenge was that our data was siloed in various apps, which prevented us from connecting a true end-to-end marketing journey.
Today, we have an exciting update on how we can help you address this data silo challenge for your marketing organization.
Informatica works with Google to serve marketers
Informatica is working with Google to help marketing professionals build a next-generation data-driven market engine in their organizations, with new capabilities in marketing analytics and data warehouse modernization. With Informatica, combined with Google Cloud Platform, customers can easily pull in marketing data from multiple CRM, marketing automation, and social systems such as Salesforce, Marketo, and Eloqua to augment their data from existing Google marketing services, and enable powerful end-to-end customer insights.
With Informatica’s out-of-the-box cloud connectivity for Google Cloud Platform’s, data analytics services such as Google Big Query, and recently announced Google Spanner (see our press release), customers can modernize their marketing data warehouse implementations and easily move to a hybrid or cloud-native marketing analytics environment.
The result enables CMOs and their team to address many of the biggest data and operational challenges in moving to a high performing data-driven marketing organization.
Becoming a data-driven marketer
My colleague, Anish Jariwala, Informatica’s director of digital marketing strategy and analytics, led the creation of our marketing data lake and has worked with marketing data all of his career. He has some great insights to share about why it’s important for marketing leaders to be data-driven, the challenges they face creating a data-driven culture and how best to do it. Below is what Anish shared with me in his own words:
CMO or (C-1) marketing leaders have to recognize the fact that over the last 10 to 15 years, marketing departments have turned upside down because of the amount of data their department collects in their individual marketing apps, such as web analytics, marketing automation, CRM and social. Also, this data is siloed, preventing marketers from mapping end-to-end customer journey that can create a true marketing impact.
Increasingly, CEOs and CFOs are asking CMOs for the spend accountability and show ROI on marketing spend. The simple marketing mantra is: do NOT spend money if you cannot measure it. Gone are the days of spending millions of dollars on marketing initiatives that aren’t targeted and relying on a “spray and pray” approach.
I still recall one CMO interaction that I had when I worked at Marketo. The CMO mentioned that she had to show value to sales in eight weeks using the Marketo product. I bet this kind of communication has become common in the modern marketing apps-driven world. Every time, we fire up our Account Based Marketing dashboard in front of customers and prospects, the overwhelming reaction is: “Can we ever get there?” and “How long would it take?”
Marketing leaders have to foster a data-driven culture and promote data-driven unified insights for each and every marketing decision in their meetings. This forces marketers to find data to test their hypothesis. Also, the by-product of this approach is that marketers develop data analytical skills that increase their market value.
Execution has become a critical glue in digital marketing initiatives. If execution is an issue, you spend your precious resources—money and time—with delayed or no outcomes in sight. If you fail, you need to fail fast and adjust accordingly. Many marketing teams have a great vision but they fail in the execution phase.