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Exploring the Business Impact of Marketing Technology Integration

Without question, marketers are at the apex of digital evolution as organizations are rallying around technology as a key component of their overall strategy. Functional marketing silos are being imploded and tightly connected for improved customer lifecycle management, omni-channel marketing, integration, workflow and use of critical data using advanced marketing automation platforms.

However, marketers are challenged to improve the economics and value of random and disparate marketing cloud investments across multiple platforms and solution areas. Proliferating marketing technology applications, digital engagement channels and customer-driven interfaces are spawning vast volumes of data and insight, which need to be integrated and unified across diverse silos and ever-growing digital data stacks without investing heavily in back-office data warehousing projects.

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