In today’s digital marketing environment, the challenge of connecting digital customer experiences is not a shortage of technology. In fact, in many cases there are too many technologies. The overarching challenge is that most organizations approach the technology of digital marketing as siloed engines that power separate, channel-specific experiences rather than a self-learning, connected network that can optimize the customer’s journey and provide a unified view of the customer.
This paper helps to dispel the notion that it is better and faster to try and get everyone to agree on one approach. Rather, the better approach is to work with the silos in the organization to de-silo the customer’s journey and agree upon one technology approach that can accomplish that.
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