Considerations For Successful Data-Driven Marketing Integration

The growing amount of data generated from the most varied sources makes it increasingly necessary to integrate them homogeneously to have key indicators that give real visibility of the business and take actions to improve results. We share with you a series of elements that every Marketing area should consider in order to achieve a successful Data-Driven Marketing measurement model in your organization.


  • Promote data-driven culture: A change of mindset driven from the highest levels of the organization is necessary to ensure that the required technical and organizational resources are available to achieve this transformation at all levels of the organization.
  • Promote training: It has to do with point one. Work teams must be continuously trained to keep up to date with new technologies and trends, so that they are familiar with them and know how to apply the most convenient ones to the organization according to the defined objectives. Otherwise, the lack of training can become a barrier for the organization itself.
  • Define the scope of the project. The implications are totally different if we are talking about a company that has a local, national, regional, or global presence. If the measurement model is regional or global, a well-defined guideline must be established by the company to work with the different countries in a common project, always putting in the foreground the benefits that integrating data provides to any organization.
  • Consider policies and guidelines. When working on a regional or global project it is also important to consider the guidelines of each country. It is here where there must be clear objectives and guidelines from the corporate to avoid conflicting indications, confusion and blockages that may affect time or the quality of the solutions that can be made.
  • Work with different technologies: When it is a large project, you face the challenge of standardizing a measurement model in properties with different functionalities and technology. Here it is vital to find support from specialists who have the knowledge and vision to be able to establish common ground and develop the corresponding implementation guidelines according to the technology.
  • Have data governance. It is much simpler to carry out homologations if there is a data governance model in which the way to manage data is previously defined. This provides clarity and makes the integration process more efficient.
  • Keep constant communication. Constant communication is needed from the corporate to the external specialist teams (suppliers) and the internal work teams. In this way, expectations and work processes are aligned for all involved. In addition, whether it is a regional or global project, culture must be considered a fundamental piece in the communication with multidisciplinary work teams of different nationalities.

Throughout the project’s development, it is necessary that there is open communication between the corporate and its team of specialists (agency). The specialists must function as strategic consultants, but also as an extension of your team to coordinate with the different areas, to support the different countries and their different technologies, and in general to be the right hand that provides support for the implementation and helps to move the gears with the complicity of a true team.

If you are thinking of moving forward in your data-driven journey by integrating your different data sources, count on us to take your company to the next level, contact us!

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