Unified Marketing Platform vs. Point Solutions: The Ultimate Verdict

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So why would you use a unified stack versus point solutions? First of all, you’re gonna make more money because if you compare machine learning algorithms, and, I would say, any type of optimization or recommendation algorithm, the more data sources you have, the more data the algorithm can utilize in predicting an outcome for each individual user. So no matter how good your web recommendation engine is, for example, if it is being benchmarked against an engine that has data from your email channel, that has data from your CRM, that has third party data, it’s just going to beat it, just dollar to dollar, just going to make more money. An important point to consider when you’re looking at unified stacks versus point solution, it’s really the tough cost of ownership. There’s a lot of hidden costs when it comes to technology integrations. How do you integrate five different products? Who operates these five different products? And then, if something breaks or you want to measure an experience across a few channels, how do you actually do it when it’s basically the data is siloed in five different file points? Another important aspect of a unified stack versus point solutions is where is the data? You want to centralize the data of your A/B test, your personalization experiences, your recommendation experiences into a single platform. You want to be able to have everything centralized, organized because you want to future-proof your experiences. If you continue using point solutions, two years down the line when you want to start unifying the data, you’ll find out that it’s virtually impossible because they all speak in different languages. So by going unified today, you’re future-proofing your data story for the next couple of years.

There are now a whopping 5,000 marketing technology vendors. So why are marketers claiming technology only marginally improves performance at their company? To understand why this is the case, CEO Liad Agmon looks at the different options available.