March 28, 2020
Unified Marketing Platform vs. Point Solutions: The Ultimate Verdict

Unified Marketing Platform vs. Point Solutions: The Ultimate Verdict

(soft rock music) – So why would you use a unified stack versus point solutions? First of all, you’re
gonna make more money. Because if you compare
machine learning algorithms, and, I would say any type of optimization or recommendation algorithm,
the more data sources you have the more data the algorithm
can utilize in predicting an outcome for each individual user. So no matter how good your
web recommendation engine is, for example, if it is being benchmarked against an engine that has
data from your email channel, that has data from your CRM,
that has third party data, it’s just going to beat
it, just dollar to dollar, just gonna make more money. An important point to
consider when you’re looking at unified stacks versus point solution, is really the total cost of ownership. There is a lot of hidden
costs, when it comes to technology integrations. How do you integrate
five different products? Who operates these five
different products? And then, if something
breaks, or you wanna measure an experience across a few
channels, how do you actually do it when it’s, basically
the data is siloed in five different file points. Another important aspect
of a unified stack versus a point solutions,
is where is the data? You want to centralize the
data of your A/B tests, your personalization
experiences, your recommendation experiences, into a single platform, you want to be able to have
everything centralized, organized, because you want to future proof your experiences. If you continue using point solutions, two years down the line,
when you want to start unifying the data, you’ll
find out that it’s virtually impossible because they’re all
speaking different languages. So by going unified today,
you’re future proofing your data story for the
next couple of years.

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