The Connected World theory is a new way of looking at the IT landscape. Due to the rapid development of technology, it is no longer feasible to try to solve all problems in one system. Nowadays, marketers have to manage a fast growing marketing technology stack and orchestrate the workings of a set of specialized systems for different purposes. Besides that, the world is changing continuously. The days when a website was launched with a big bang, champaign, and a press release are well behind us, and even more so the attitude of building up to a launch, to then relax and sit back and see what happens. Campaigns run on a continuous basis nowadays. And marketers must be constantly aware to keep their tooling up to date. This means they should have the flexibility to experiment and search for the best system. New solutions are on the market every day. As a marketer, you want to be able to test them quickly, without having to spend 1+ year to find out if a system is suitable for your situation. Furthermore, you want to be able to switch to a other tooling better suited to your business if needed. Speed is key for that. If you want to keep up with the rhythm of consumers, you should be agile. Your data landscape is a crucial factor for this. Once you have organized this in a good way, it serves as a basis to build on. This can bring speed and agility into an organization. The connected world strategy is an answer to the problem of data siloed in different system. It ensures that very different system containing customer data can communicate and share data with other systems. In this set up, there’s no need to physically integrate data to be able to work with it. In other words: you don’t need one solution to collect all data, as long as all sources containing customer data can ‘talk’.
The PRDCT Customer Data Platform van PRDCT was created with this vision. The platform adjusts to the existing data ecosysteem of an organisation. It ensures you can respond to new questions and new requirement that evolve when working with data. The more data, the more new questions and demands arise. The more data, the more technology you need to work with it. New techniques are required to be able to handle ever larger amounts of data.
These techniques evolve rapidly; today’s innovation is yesterday’s legacy. This pace of change can only be met by organisations with speed and flexibility. This guarantees you can get real value from your data.
2018: the year of the Customer Data Platform
2018 is the year of the Customer Data Platform. Well, finally. According to us, this should have been the case years ago, …