Is bespoke marketing technology worth the bother?

According to marketing services and systems integrator CACI the benefits of creating an integrated customer experience are huge, and include increased customer spend, loyalty and satisfaction.

This is a statement that seems to be borne out by fact: Chelsea Football Club, for example, reported a 60% improvement in campaign results after building an integrated web and campaign management capability, while Vodafone saw a 500% uplift in conversion rate and cut costs in half by investing in lead nurture and management capability that integrated with its existing campaign and data management tools.

But with the marketing technology ecosystem growing only more complex, savvy companies are in a tough position. The pressure is on to choose the most appropriate systems from seemingly unlimited possibilities and make it all communicate seamlessly as part of a single central nervous system.

David Sealey, Head of Digital Consulting at CACI, said: “Only then can an action taken by a customer in one channel trigger an instant reaction in another, or can an identical personalised offer or a next-best-action be offered to a single customer on all channels.”

CACI has developed a Marketing Technology Blueprint specifically to support marketers navigating the complex technology environment. Their blueprint helps organisations define their needs, understand the technology and vendors and implement and integrate any chosen solutions.

This blueprint is a must-have for marketers building bespoke solutions. Fill in the form below to download your free copy.