Fospha knowledge


Customer Data Platform

How to integrate data from different sources

Every year that passes brings with it more data, channels, platforms, and devices for marketers to contend with. In 2018, America alone used 3.14 Petabytes of Internet data every minute. Industry leaders are in agreement that we are just now moving into an exponential phase of data growth worldwide. For those without the proficiency to handle this wave, it is a daunting prospect. However, for those who are prepared, it should be an unmissable opportunity for marketing and sales growth.

What is data integration?

Data integration is the combination of technical and business processes used to combine data from disparate sources into meaningful and valuable information (IBM, 2017). Fospha have taken this definition to the extreme in order to help businesses optimise their marketing channels; we capture and integrate data from every step of the customer journey, from all available sources, devices, sessions and channels. We then automatically stitch this to provide a granular single customer view. From a marketer’s perspective, you can think of this as the one source of information that tells you who your customers are, what they view and how they interact with your channels.

Is Your Data a Friend or Foe?

How do you view your customer data? Is it a friend or a foe? If it is the latter, it is time to make some changes. With the right tools, your data can, in effect, form a whole new team within your company. The reality is that many marketing teams have an entire back-end of data that is underused and underappreciated. A simple solution exists in integrating data sources, tearing down the internal solos and uniting teams.

Using a Customer data platform to integrate data sources

Unifying data and closing down silos can supercharge your marketing efforts and drive greater ROI. Data is a treasure trove of insights that can tell you which channels are performing and which are undermining your conversions, all of which, if acted upon appropriately can radically improve your performance as a team.

The best tool to achieve this consolidation is a Customer Data Platform (CDP). A CDP assimilates all your customer data in one database while having the ability to continuously communicate with your other marketing systems and infrastructure. In addition, it makes it easy to visualize and digest the raw data and insights derived, all under one interface. It’s a sure-fire way to success especially as a 2017 survey highlighted that approximately half of marketers thought that removing data silos would be one of the most important things they could do to get more out of their data.