As Scott Brinker has written, the ecosystem of marketing technologies is growing at a bewildering pace. Most marketing organizations have a variety of marketing systems that they work with from automation and social systems to CRM and financial management systems.
The challenge is getting all of these systems to work together in order to form a holistic view of marketing performance. How can marketers gather clear, consistent insights from their marketing stack? How can they see beyond the siloed information that each piece of technology serves up?
We see our customers coming up against this wall, and we believe we can help. Openness has always been one of Allocadia’s core product themes. In our latest release, we’re giving the ability to connect to Allocadia other systems a power boost.
Our new advanced data integration framework allows customers to quickly and easily connect to any system (in the cloud or on-premise) with much more flexibility.
This new capability enables customers to fulfill their path to marketing performance and supports our customers’ strategy of using Allocadia as the marketing system of record— the nerve center where all their marketing data meets.
“Yes, you can integrate with that!”
The new framework benefits our customers in two major ways:
1. Connect to more systems:
Fulfilling the path to marketing performance means you need to plug into CRM, Marketing Campaign, Advertising, Web & Social Analytics, Finance, Procurement, Enterprise & Resource Planning and Project & Asset Management systems. We’ve launched our new framework with some new out-of-the-box connectors and the list will be continuously growing. Check out the full list of systems we connect to on our Allocadia Cloud Exchange (ACE) page. Don’t see your system on the list? No problem. See below.
2. Connect in your own way:
A-la-carte data integrations are available with virtually any system our customers might use with this new framework. This includes heavily customized ways of working with common technologies, like Salesforce.com. We’ve decoupled the development of new connectors from our general software releases which means we can develop new integrations quickly, and launch them without waiting for the next software release cycle. Additionally, we have available dedicated development resources that can help! They work with our Customer Success team to enable our customers to connect to their specific systems.
How it works
The approach we took is two-fold. First, we felt that we needed to do more than simply move data between systems — we had to facilitate marketing-specific business workflows and data calculations. That’s why we defined a custom integration framework to enable these specific workflows. Second, we’ve chosen Informatica as a preferred partner, a leader in data integration software and services, to augment our own framework. With their technology, we can reach into organizations’ networks to enable access to on-premise data and applications. Other similar ETL tools can be supported as well.
The core architecture of our new framework for data integrations manages and runs them in an isolated execution environment, allowing integrations to be deployed outside of product release cycles for maximum agility. We also designed in the ability to host standard, shared integrations as well as custom and even private, customer-specific integrations.
Why this matters
Now more than ever, marketing organizations need to be able to show their contribution to the business. This means bringing all their marketing data together in a meaningful way. We’re excited to be part of this marketing transformation that is taking place and to be empowering organizations to achieve the goal of a full view of their marketing performance.
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