Data, Data, Data! — Marketer’s POV Part 2

Just when you thought I was done with data, ah-ha! 

Data is so essential it deserves the #1 and 2 spots on my to-do list (and in your top priorities too).

There are many types of data: CRM, ERP, Legacy data, Website, eCommerce & transactional data, etc.

Not to mention all the data we as marketers have access to—web & digital analytics, MAS, competitive intelligence, market research, surveys, forms, social media analytics, call tracking, etc.

No wonder we’re overwhelmed.

There’s a perception among marketers that not all data needs to sync to your MAS. And, for the most part, I agree.

BUT how do we define what data is a need in MAS and what is not?

Here’s how to get started:

  1. First, identify and document all of your data sources and the types of data received from each source.
  2. Then, ask yourself: How do we want to use this data?
    Is it for personalization in our marketing content and assets? Or use in segmentation? Or perhaps trigger a sales notification or workflow in Salesforce or feed into a nurture program?

Once you’ve clearly identified a use case for the data, then (and only then) should you start creating a plan to integrate that data to Pardot.

This leads us to Data integration (coming up in our next blog post!)

If you missed Part 1… find it here! 

Learn more about how we can help you bring this to life.

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