Cloud data integration strategies for seamless marketing success

Highlights

You’ll learn how cloud data integration supports marketing strategies and campaigns.

• Centralizes data: Combines multiple sources into one secure, scalable platform
• Breaks sown silos: Creates a unified customer view for cohesive market strategies
• Real-time insights: Enhances dynamic personalization and marketing campaigns
• Scalable solutions: Adapts to changing business, customer and industry demands

Optimize your marketing today with cloud data integration. Start with a customer data platform.

Modern marketing thrives on data. Yet, many businesses have scattered and disjointed data that creates problems.

The entire idea of cloud data integration is to manage this problem. You shift the burden of data integration from unstable, legacy systems to an organized, scalable and secure location. That way, you have easy access to the data to support your marketing campaigns.

What is cloud data integration? 

Cloud data integration is an approach that allows you to unify data from multiple sources into a single, centralized cloud system. So, whether it is data from on-premises legacy systems or cloud-based systems, you consolidate them into one central location, making it easy to access.

This process of data integration varies based on the size, specific goals and existing IT systems of a business. However, cloud data integration may include batch processing, real-time event streaming, APIs and ETL or ELT pipelines.

Key components of cloud data integration

Cloud data integration relies on several components to work, and all must be in sync to achieve success in marketing. They include:

• Data sources: These are the systems that provide your various raw data, such as databases, SaaS applications and ERP software.
• Integration platforms: Integration platforms provide the connection that enables you to orchestrate data. They include APIs, middleware and ETL solutions.
• Data transformation layer: These are parts of the system that enable you to validate, cleanse and format data.
• Destination systems: These are the systems where you store your integrated data for use in marketing analytics. An example is a customer data platform, data warehouse or analytics tool.

Types of cloud data integration

There are several types of data integration in the cloud, and each has its unique advantages. The kind you opt for would be based on your business needs, data volume, system compatibility, etc.

• Real-time integration: This integration happens on the go and updates data as customers interact with a brand. It offers real-time insights that allow for flexible marketing campaigns. 
• Batch integration: Unlike real-time integration, batch integration occurs at scheduled intervals, ensuring you don't overload systems. You can use this in finance to report daily transactions at the end of a business day.
• API-driven integration: API-based integration enables seamless data sharing between systems and apps. For instance, you could sync ERP data with a marketing automation tool via APIs.
• Event-driven integration: This data integration happens based on specific triggers or events. An example would be dynamic ad retargeting, where a customer's browsing pattern triggers targeted ads in real-time.

Aside from the types of cloud data integration mentioned above, businesses that want to maintain legacy systems also have the option of hybrid integration. This allows them to migrate data to the cloud while retaining some critical on-premises applications.

Benefits of cloud data integration for marketing success

Cloud data integration enhances marketing in several ways. It enables you to deliver accurate analytics and reporting, and also supports AI-driven marketing systems. Here are other specific reasons why you should integrate your data in the cloud to achieve success in marketing.

• Enhanced operational agility and flexibility: With cloud data integration, you can process data at scale. You can handle complex data mapping without the need to manage servers. The cloud offers auto-tuning and dynamic scaling features that simplify big data integration.
• Breaking down data silos: Data integration in the cloud enables you to merge data from multiple sources, systems and departments. This gives you a unified view of your customers and promotes cohesion in delivering marketing outcomes.
• Real-time insights for better ad performance: Cloud data integration synchronizes data in real-time. For instance, you can integrate data from Google Analytics to power your search ads. This enables you to adjust keywords, budgets or targeting criteria as needed, reducing wastage on ad spend.
• Superior customer experiences and personalized experiences: Cloud data integration enables dynamic personalization at scale. You can integrate AI solutions, CDP, and e-commerce platforms to deliver highly relevant marketing campaigns.
• Speed and agility to respond to marketing shifts: You can integrate new sources faster without the rigors of manual coding. This allows you to keep up with changes in market demands or customer needs. Also, data in the cloud powers real-time insights that enable you to adapt marketing campaigns.

How to implement marketing data integration 

Building a cloud-based approach requires strategy, tools and precision. The approach, data integration tools and strategy will depend on the size and needs of the business. Here are pointers to help you get started.

Step 1. Understand your goals and current data flow

While you might be tempted to port legacy systems to a cloud-based solution, there are precautions to be mindful of. For instance, issues of data security and compliance come into play. Also, data sources, formatting, destination, etc, are issues to consider. Map your data to avoid redundancies and other problems further down the line.

Step 2. Select the right data integration tools 

Choose suitable integration tools. Look for scalable options like ETL platforms and SaaS integration solutions. Among other features, choose a solution that can parse complex files and speed data discovery. There are many options to choose from, such as AWS Glue, Amazon S3, Microsoft Azure, Snowflake, Google Cloud Dataflow or Segment Data Lakes.

Step 3. Develop data pipelines 

A data pipeline automates the movement of data across platforms, enabling real-time updates. To build effective pipelines:

• Map out your data sources, such as CRM, website analytics, etc 
• Define data flow between systems
• Test connected systems to ensure smooth transitions 

Step 4. Create a marketing data integration strategy 

Start with features like data transformation and real-time updates powered by AI. Integrate advanced features like multi-cloud compatibility and comprehensive reporting across multiple departments.

Case studies

Industry Dive

Industry Dive deployed Contentstack's real-time CDP to integrate customer data in the cloud. That enabled them to personalize customer journeys, which improved customer engagement by 40%.

Robin Re said. "Our editors really see the value of Lytics. They’re using it every day to shape their editorial content."

Keep reading to see how Industry Dive increased CTR by 40% with Contentstack’s real-time CDP. 

Land O'Lakes

Land O'Lakes deployed Contentstack’s cloud-based, real-time CDP to integrate its customer data, enabling it to deliver tailored experiences to its various audiences. This led to a 29% higher CTR and a 38% higher conversion rate.

"Impressions are the metric of a failed marketing campaign…If you’re not getting the conversions, it means you weren’t hitting the right audience. You may not reach a million people, but we’re going to reach the right people with the right message. And that’s where Lytics helps us." Steve Rude said.

Keep reading to see how Land O’Lakes integrated customer data to boost CTR and conversion rate.

Challenges in cloud data integration and solutions

While cloud data integration offers immense benefits, you may face certain challenges during the process. Here are common issues and how to overcome them.

• Data silos may persist: Even with cloud tools, legacy systems may still act as bottlenecks.
• Solution: Use platforms that can integrate legacy databases and support incremental infrastructure upgrades. 

• Regulatory and security compliance: Data security can be challenging when moving sensitive data to the cloud. 
• Solution: Deploy robust security protocols, such as role-based access controls and multi-factor authentication. Encrypt sensitive data from end to end. Also, conduct regular audits to check for security compliance. 

• Adopting new technology and change resistance: Learning curves can slow teams down when introducing new tools. 
• Solution: Engage all stakeholders before you implement cloud data integration. Train the team on adopting the new system and opt for user-friendly platforms to ease the transition.

• Integration complexity: You may encounter issues with incompatible legacy systems. These old systems offer limited functionalities, making them difficult to integrate with modern cloud-based systems. Also, different systems come with their own standards and data structures.
• Solution: Use a phased approach to migrate data to reduce potential disruptions. Also, use tools like middleware and deploy vertical integration platforms that incorporate pre-set files and plug-and-play options.

FAQ section 

What is data integration in the cloud?

Cloud data integration is the process of combining and consolidating data from various sources into a unified cloud-based system.

What is an example of cloud data integration?

Imagine a cloud-based system that combines data from a company's online and physical sales channels, enabling marketers to identify customers who qualify for loyalty rewards.

What are the benefits of cloud data integration?

Cloud data integration supports the delivery of personalized experiences, breaks down data silos and enhances operational cohesion. It can also reduce costs as you swap on-premises servers for cloud-based data management.

How does data integration impact customer journey mapping and personalization?

Integrating customer data gives you a holistic view of your customers, enabling you to orchestrate their journeys and serve them tailored content and experiences.

Learn more

Cloud data integration offers a seamless solution to consolidate data, eliminate data silos and save costs on managing on-premises servers. It gives you the agility to adapt to shifts in customer needs and market trends.

Contentstack offers a cloud-based, real-time CDP that allows you to activate a data warehouse to integrate data. It also provides real-time customer insights and analytics, and enables you to segment audiences and orchestrate customer journeys. Talk to us today to learn more.