MarTech Spring

When it comes to digital transformation, data continues to be an organization's Achilles heel. We see organizations struggle to structure and organize their data in ways that help them get faster results. Every organization wants to deliver more relevant and more personalized experiences, optimize marketing, sales, and service channel performance, understand customer behavior, build more targeted audiences, empower their sales reps, etc. It's no surprise that at the core, every one of these outcomes leverages pretty much the same data. Yet each group builds its own data constructs from the ground up. This increases spend, time to market, and can result in inconsistencies.

Join Gaelyn Almeida, Sr. Director, Tech Advisory at Merkle, and Frank Hong, Software Group Manager at T. Rowe Price, for a session that will benefit technologists, marketers, and management alike -- it will open your eyes to the various uses of data, the multiple platforms that are in play, and most importantly, how to change the way data is managed and operationalized.

After this session you will be able to:

• Look for the key barriers that are hindering a unified data strategy
• Leverage 6 pillars to data transformation
• Think of data like a supply chain
• Learn the role of different components in your data ecosystem
• Have a logical framework for an integrated data platform

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Marketers today are awash in data streaming in from an ever-growing number of channels and devices. But most of the time, actually using that data involves a days-long process of pulling it, normalizing it, analyzing it, building segments, and then pushing it back out. The customer data platform's promise is to serve as the single, central, real-time source of truth about customers and prospects, enabling speedier actions based upon more reliable data.

Join Craig Howard, VP, Technology, Chief Solution Architect at Merkle, and Pamela Parker, Research Director, Content Studio at Third Door Media to learn how to effectively narrow down the massive list of CDPs available to find the right one for your organization's specific needs.

After this session, you'll be able to:

• List the core characteristics that separate different CDP platform vendors
• Identify the characteristics that would make a CDP a good fit for your company
• Understand what you can achieve with a CDP and where it fits in your martech stack
• Effectively negotiate pricing with a potential partner based on different customer service models