Bad things happen when customer data generated by one component of the marketing technology (martech) stack is out of sync with another. In other words, customer data integration (CDI) can be a serious problem.
One consequence is component sub-optimization, where one part of the martech stack underperforms because it lacks the data it needs from other parts of the stack.
The Harte Hanks approach to CDI is a critical step toward:
- Ensuring each martech stack component can access the data it needs to perform optimally.
- All data used and generated by any component of the martech stack is accessible to the full martech stack.
See how we recommend you handle customer data integration—view or download the ebook.