Guest Columnist: Charisse Tabak, Vice President Client Services, Acceleration
Do Computer Tools Increase Productivity?
The benefits of marketing technology integration look like a no-brainer. Computerized marketing technology promises insight into prospect and customer data, granular segmentation and improved targeting, along with meaningful measurement and better results. Integration of online marketing systems also helps put the user back in control of the process, so that campaign adjustments are quick, easy and support business goals. There are many powerful online technology tools at a marketer's disposal: today's email, ad serving, Web analytics and search marketing platforms offer great levels of sophistication. However, while technically capable, these systems are generally not living up to expectations. Often users have not been best advised on how to use them to full effect in conjunction with other business systems and processes.
Sometimes, new technology investments create more problems than solutions, particularly when new systems are installed to work with legacy ones. This is where proper integration can make the difference between tools increasing productivity or merely bogging it down. The sheer volume of information that new and legacy systems generate and the inconsistencies they cause often overwhelm marketers. For example, data from a legacy system might provide the basis for management reports, while the new system provides data that cannot be correlated with those reports. The delta between the data coming from legacy systems and that of new technology needs to be understood. Equally challenging is a lack of internal adoption of the new system, often caused by inadequate training or lack of user sophistication, causing the system to not gain the necessary traction, and ultimately losing credibility.
Technology Needs Management
Until recently, the industry has been heavily focused on the development and sales of technology systems. As a result, there is a wide range of robust technology tools available, with many promising integration nirvana, but once the software has been sold and installed, users are left on their own. The management and servicing of marketing software is severely lacking. This is because there is a dire shortage of skilled professionals in the marketing services technology area. While management of technology is time-consuming and demands a financial commitment, it is crucial to the success of system integration. A technology solution cannot be viewed as the end in itself, but rather the start of the journey.
Closing the Gap Between Promises and Reality
Attention needs to be paid to the process itself, and the steps needed along the way.
- Identify, automate and optimise workflow processes to help improve operational efficiency and expedite campaign launches.
- Determine the level of skill required to use certain tools. Training is vital and should be viewed as an investment in knowledge and to achieve better results.
- Allow for thorough system testing. Iron out initial bugs or errors with small user groups to manage expectations and facilitate adoption.
- Define reporting requirements and associated metrics up front. Automate reporting processes; enable user-friendly reports, and limit data overload.
- Invest in ongoing technical support, whether onsite or remote.
By managing technology efforts through expert implementation, automation, testing, training and support, proper integration insures maximum productivity of the computer tools. CT/TMP