_edited.jpg)
We hear a lot about how to choose a solution for your martech stack, but less about what you do once you've made a decision. At the recent MarTech virtual event, a session touched on this topic: “So you have a new CDP… Now what?” “We picked a Mexico Phone Number List vendor, it's all going to be great,” said Ben Thompson, director of e-commerce analytics and tag management for Bluestem Brands, Fingerhut's parent. "But it doesn't always go so well, Mexico Phone Number List does it?" Even after Bluestem committed to adopting Tealium's CDP Audience Stream, Thompson described a situation where key stakeholders were anything but enthusiastic about getting the technology in place. “We had pretty strong internal resistance at CDP.
Thompson said. Bluestem's IT group wanted to keep tight control over the data and processes around it; the legal department was concerned about GDPR and CCPA. So Thompson shared how Bluestem overcame those challenges and explained Mexico Phone Number List what he learned along the way. The current process Before you adopt a technology, there's probably someone in your company whose job it is to do the ugly, unsightly process of gathering data and making sense of it before it can be used in marketing. Here's how Thompson described the status quo at Bluestem: “The usual process for any of these campaigns.
Whether it's email, social media, or other media, goes like this: you have all these silos and you have to get something out of each of them. So what you're going to do is query it and combine it using SAS SQL or whatever tool you prefer. You will export Mexico Phone Number List it from there. You will move the file to FTP sites etc. You will import it into another system. Then and Mexico Phone Number List only then will you be able to activate and run the campaign you are planning. “For us, putting campaigns together like this meant we had to invest a lot of time and money just to create a single campaign that didn't help us create a unified [customer] profile.