Marketers struggle to successfully integrate their marketing and advertising tools. According to Winterberry Group and IAB, marketers are “grappling with as many as 30 or more distinct tools for analytics, ad-serving, attribution, retargeting, search, mobile and email marketing, CRM, social media, content management, and more.” That's 30 different tools that simply aren't talking to each other.
Integration doesn’t have to be hard, though, and the roadblocks are often cultural as well as technological. We’ll look at the problem from the perspectives of both analytics professionals and media buyers to show that while they come at integration from different angles, they ultimately want the same thing. Integrating analytics, audience, and ad technology benefits everyone and understanding how those benefits play out across teams can only help analytics professionals, media buyers, and anyone in-between foster a culture of real change and innovation.
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