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Omnichannel Integration as a Marketing Stack Strategy - DM News

Omnichannel Integration as a Marketing Stack Strategy - DM News | The MarTech Digest | Scoop.it
Brands which attempt to build integrated marketing stacks inhouse, said Tack, "can get in over their heads really quickly." Of course, there's no shortage of partners who can assist in integrating such platforms and tools at the systems level. But systems integrators, said Tack, "are great at software, not data." And successfully traversing the obstacles which confront the CMO is impossible, Tack said, if data remains siloed. 
The Omnichannel Integrator, as Acxiom explains it, is neither a product nor a platform, but specific expertise in consolidating the data layer, and making the data available to the multiplicity of marketing channels.
CYDigital/marteq.io's insight:

An important approach: the data layer should never be overlooked.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Data provider Acxiom opens up its turnkey marketing analytics environment - Marketing Land

Data provider Acxiom opens up its turnkey marketing analytics environment - Marketing Land | The MarTech Digest | Scoop.it
Marketing data provider Acxiom is now making generally available its turnkey environment that fully integrates its LiveRamp acquisition from 2014.

The new offering, called the Acxiom Marketing Analytics Environment or AMAE, had been available since last July, but only to selected clients.

Now, AMAE offers a standardized, ready-to-go environment for collecting, combining, managing, analyzing, modeling, and exporting big data from multiple sources, both online and offline. The company says that standing up a data collection and analysis environment for a brand can now be accomplished in days or weeks, instead of months or even years.
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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What Does Acxiom's $310M LiveRamp Bid Mean For Marketers? - Forrester

What Does Acxiom's $310M LiveRamp Bid Mean For Marketers? - Forrester | The MarTech Digest | Scoop.it

Advanced/ Digest...


On May 14, Acxiom announced its intention to acquire LiveRamp, a "data onboarding service," to the tune of $310 million in cash.

 

The acquisition sets Acxiom up to displace traditional MSPs. LiveRamp has built integration relationships with four of the biggest managed service providers (MSPs): Epsilon, Equifax, Experian, and Merkle. We have a hard time seeing how marketers will justify a standalone customer relationship management (CRM) database when they could, for example, port their POS and order management system (OMS) data directly into AOS, and use that as their "customer marketing platform-as-a-service."

 

What does this mean for the myriad marketers who have invested heavily in their relationship with Acxiom over the years? Can they expect those marketing databases and services to continue? And if so, then we must ask again: How can Acxiom be an agnostic technology vendor at the same time as it is supporting hundreds of marketing databases?

 

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CYDigital/marteq.io's insight:

B2C, but bringing it to your attention as the mindset/strategy can be ported over to the B2B environment.

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