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Few Marketers Use a Single System of Record for Data Management

And the marketing cloud may eventually displace other means of combining data

September 27, 2017 | Marketing

From social listening insight to email metrics, US marketers rely on a slew of data sources to inform their decisions. But less than 9% of those polled by mobile marketing provider Tune in March 2017 said they use a single system of record to bring all that data together.

Implementation of a Single System of Record Among US Marketers, March 2017 (% of respondents)

Instead, roughly 21% of respondents rely on multiple databases, and 16.5% use a marketing cloud service to house data.

Some marketers do plan to implement a single system eventually: 16.4% said they aim to do so this year, and 6.2% said it’s in the works for 2018. But marketing clouds may increasingly serve as proxies for reaching the elusive infrastructural goal.

According to data from a June 2017 Technology for Marketing (TFM) and Smart Insights report, more than a third of marketers across Europe, the UK and the US plan to make full marketing cloud updates in 2018 or later.

Though not quite the same thing, a well-integrated marketing cloud could potentially serve more functions than a single system of record. It could not only bring data together, but also deliver actionable insights to marketers and operationalize them through email marketing, social media and other channels.

Maria Minsker


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