Should Marketers Wait for IT?

by Jay Marwaha

Over the past decade, the role and scope of the typical enterprise marketing team has changed significantly. Whereas marketing teams used to focus primarily on brand-building at the top of the funnel, today’s marketers are highly data-driven and increasingly focused on optimizing online targeting, segmentation, personalization, analytics, and decisioning capabilities.

This shift comes as a result of a monumental transformation in technology and data – in particular the exponential growth of customer data available to brands. The behavioral data from websites, apps, and devices that once took weeks or months to collect and analyze now takes mere hours, if not minutes.

While these types of technologies have traditionally resided in the realm of IT (and taken months or years to implement), new advances are making them more accessible to marketers. In many cases, there’s no need to wait on IT for quick projects – marketers can access, analyze, and act upon behavioral data in weeks.

IT teams work at a slower pace for good reason. Many times, those teams are focused on building broader architectures that solve multiple problems — meaning it can be a difficult and prolonged process to get their sign-on for smaller projects. Such large projects may focus on cost reductions, automation, and cloud migration. And while these are important issues to tackle, it leaves IT little time to work on fast-paced marketing initiatives. Marketing technologies put marketers in charge of their own fate; empowering them to track the visitor’s journey, build scores, and enact data-driven actions based on digital activity.

A Collaborative Marketing AI Solution for Marketers and Digital Analysts

Syntasa’s expertise lies in exploiting behavioral data to drive actionable decisions. Our Synthesizer product ingests data from Google, Adobe, and various other marketing technology systems. Then our Identify Graph gives you visibility into a visitor’s behavior. This includes impressions, clicks, sessions, views, products viewed, events, purchases, subscriptions, and cancellations. This kind of information paves the way for delivering personalized product recommendations and relevant content to visitors based on their digital activity.

Our customers are currently leveraging behavioral data to their advantage. For example, the marketing team at Dixons Carphone (a large electronics retailer in the UK) now owns their behavioral data pipeline. With Syntasa, they develop, process, and deploy their use cases to their activation channels. These are activities traditionally managed by busy IT teams who may consider them less pressing than other large-scale and ongoing enterprise projects. With Syntasa, the Dixons Carphone marketing team can query the data with SQL technologies, know where and how the data is stored, take raw first-party data and transform it, manipulate data tables, and much more.

It’s by taking the reins that modern marketing teams can show IT the value of their work and gain buy-in for future projects. And when their IT team is ready to get more involved, Syntasa is a platform they will love as well.

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Tags:  Strategy

Jay Marwaha

Founder and CEO of Syntasa

Jay is the Founder and CEO of Syntasa (a Marketing AI Platform loved by Marketers, Data Scientists, and Data Engineers). For the past 12 years, he has been a successful entrepreneur, having started two high-growth companies. Jay also has over 20 years of professional experience in the field of analytics, data science, performance measurement & management, and strategic planning, having worked at several organizations, including American Express, TARP Inc. and Viant Corporation.

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