3. Channels and data flow – already integrated?
The decision to select and implement a marketing cloud solution is usually driven by a desire to plan, execute and measure cross-channel multi-step campaigns. Depending on which channels are used for this purpose, it should be clear beforehand whether these channels are connected out-of-the-box. As far as traditional CRM channels are concerned (email, SMS, letter), this is generally the case today, although it is not necessarily so with push/mobile, web/online or shop, where these channels may have to be integrated separately.
If the channel(s) are to function not just as outbound channels, there needs to be clarity from the outset about tracking (email, SMS, push, web, etc.), data import and export. How does the platform obtain its external data, how will the marketing cloud solution deliver contact history data (e.g. into the DWH) and how and where is the response data incorporated back into your systems (and made analyzable)? Well before the selection phase, the data architecture must be scrupulously planned on a number of levels, including system architecture, data structure and flow, analytics, and data storage.