By Helle Vad Jespersen
Reading Time: 3 min
If your tech stack consists of a wide range of different technologies that each serve a specific purpose to your business’s growth, you are most likely using a Best of Breed approach.
And you are not the only one.
Marketers increasingly choose a best of breed approach to select their technologies and build their favorite tech stack instead of buying an integrated suite.
Why should you buy a complex system that on paper can do it all if you only need a fraction of the available tools? The Best-Of-Breed approach offers a reduced risk since you are not putting all your eggs in one basket.
Can any suite match a company’s full need of a marketing tech stack?
That is the question that is being asked by more and more companies, and it is precisely one of the main reasons why the Best-Of-Breed approach is growing. The Best-Of-Breed approach gives full freedom to hand-pick highly specialized tools that meet actual needs.
The problem with the Best-Of-Breed approach
The Best of Breed approach has many benefits, but one of the challenges is that you create several data silos within the different tools you have in your tech stack.
If you choose to go with the Best-Of-Breed approach, you need to unify the data gathered within your stack of different tools. If you don’t, you will have so-called data silos, where customer data gathered in each technology is locked and hard to activate together with data gathered in other technologies.
You need to break down data silos and move away from the fractured customer view, where you only have an overview of a part of their customer journey. Separating data siloes are a common challenge to achieve a single view of your customers across all your channels and tools. But, unifying customer data across your channels is the key, if you want to deliver personalized and consistent communication.
How to break down data silos
If you want to choose the best tool within each niche, it is important that you can unify the data gathered within the specific tool.
A Customer Data Platform solves the best-of-breed challenge by gathering customer data and other data points from each tool in one place, allowing you to have a full, single view of your customer’s interactions with all your channels and tools, not just a fraction of it.
And in the process of choosing the right CDP, you need to make sure that the CDP you choose provides out-of-the-box integrations to the systems and tools within your tech stack.
How can a Customer Data Platform help you?
A Customer Data Platform, at the core, should be able to help you with three things.
It should be able to integrate into all your channels, tools, and platforms that will allow you to gather all your customer data in one place.
It should unify, analyze and use the customer data to create advanced audiences based on the data from all your channels, tools, and platforms.
Finally, it should give you the ability to activate your created audiences in your desired channels of communication.
Your Customer Data Platform must excel within all areas and should not be limited to one of them.
Unifying customer data across your channels is useless if you can’t activate it. However, activating your customer data won’t happen as intended if your tools and platforms don’t integrate well.
CDP Buyers Guide
If you want to know more about our Customer Data Platform, and what to be aware of before choosing a Customer Data Platform for your company, our “CDP Buyers Guide” contains all the information you need before investing in a Customer Data Platform.
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