Joined up Thinking

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Joined up Thinking

Marketers don’t need any more data; what they need is better decision support from the data they’ve got — a view that consolidates data from various channel activities and makes possible real comparisons and real ROI measurement. But most marketing systems and channels are still like silos, and so therefore is the data that comes out of them. The way forward is to join up the digital dots between a brand and its audiences over all channels into what SignalsRank calls a Marketing Delivery Chain:

  • all content channel ready and audience ready.
  • all content consistently classified and formatted to be findable and useable by anyone, anytime, anywhere, over any network.

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