Marketing Systems & Database Integration

From architecture to database implementation, our systems integration services ensure that your IT systems properly support your business

Smart integration is critical for enterprises that need to grow revenue while maintaining operational efficiency. We can make sure your marketing platform is connected to other systems where it can benefit you most.

Today’s markteing solutions typically consist of a mix of on-premise, hosted and cloud systems, but a complete enterprise marketing management application software suite is only half of the solution. The other half is the effective integration of the marketing software with the rest of the enterprise – the operational, ERP, sales, CRM, website, financial, HR and other systems.

Effective Integration Drives Marketing Success

Today’s marketing solutions typically consist of a mix of on-premise, hosted and cloud systems, but a complete enterprise marketing management application software suite is only half of the solution. The other half is the effective integration of the marketing software with the rest of the enterprise – the operational, ERP, sales, CRM, website, financial, HR and other systems.

Optimize Your Martech Investment

Pinpoint’s Systems Integration Services optimize your investment in enterprise marketing management software by architecting and implementing these application and database interfaces. Our Systems Integration Services include:

Systems Architecture

Providing an overall architectural blueprint for your marketing technology and its interfaces to departmental, supplier, and enterprise systems
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Technical Integration

Implementing and tuning the application interfaces between marketing applications and other systems
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Database Implementation

Design, construction and performance tuning of customer data repositories and other marketing-related databases, including the software to cleanse, populate and refresh the data
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Systems Architecture

Systems Architecture For Maximum ROI

As the initial step in systems integration, Pinpoint’s consultants will perform systems architecture planning across all on-premise or cloud systems, database marketing and customer applications and databases that touch your customers, across all customer-facing business functions. That list will typically include the following functions and supporting systems:
  • Sales
  • Marketing
  • Customer Relationship Management (CRM)
  • Customer Service / Service Delivery
  • Loyalty
  • Billing/ Statements/ Payments
  • Website(s)
  • Agency/Supplier Systems

A Proven Process For Martech Architecture

Assess the customer experience and systems functionality across all customer interaction channels, with a focus on enabling a consistent customer experience across those channels. Such channels, or customer touch points, are likely to include online (website, blog, social media), point of sale (store, branch office, kiosk), phone, surface mail, email, and sales and customer service. Ensure the new architecture will enable business capabilities (current and projected) by working closely with the Operations, Marketing, Sales and Service teams, as well as the Information Technology team. Identify gaps in data accessibility that may be inhibiting the effectiveness of the client’s business systems. Pinpoint’s ultimate goal is to make a full 360-degree view of each customer’s data available to all systems from all channels. Generally, it is also necessary – and desirable – to eliminate data “silos” and redundant storage of data.

Provide a systems architecture blueprint and a detailed plan to move from the current state to the target architecture in a series of incremental steps that each provide measurable business improvement (greatest first, wherever possible). Our deliverables in this phase include…

  • Best-of-breed candidate software applications
  • Cost and schedule estimates for budgeting and planning
  • Target systems architecture blueprint
  • Phased implementation plan

Throughout Pinpoint’s architectural planning process, our consultants are guided by several core principles, leading them to:

Preserve your investment in current applications that meet business needs, but that simply require improved integration with other systems and data

Apply systems architecture best practices:

  • data warehousing – analytic and operational data stores
  • enterprise system bus architectures
  • service oriented architectures (SOA)

Marketing Application Integration

An Expert Approach To Integration

Pinpoint’s Integration Services implement the technical portion of the systems architecture plan previously developed. In this step, we work with your staff to….

  • Install any agreed-upon new applications; modify as necessary to fill any gaps
  • Modify any surviving applications as needed to accommodate integration into the new architecture
  • Modify data structures and data flows as required by the new architecture; create and load new databases / data warehouse(s) as needed

Upon completion of this step, all of your marketing, sales and customer service systems will be talking to each other properly, thus delivering the right information at the right time to your knowledge workers, customer-facing staff and customers, via every defined channel.

Typical Marketing Integration Needs That Pinpoint’s Services Solve Include –

  • Integrating marketing campaign management and offer decision-making with customer interaction channels such as the Web, IVR system, call center and point of sale / service system
  • Using Web analytics to inform marketing offer decisions
  • Linking sales transactions back to marketing initiatives for use in measuring marketing effectiveness
  • Linking marketing resource management with financial systems, campaign management systems and analytic / business intelligence systems

Pinpoint’s Marketing Application Integration Services Include –

  • Hardware/platform sizing and specification
  • Database development & enhancement
  • Data movement and transformation software implementation
  • Inter-application integration using APIs and Web Services
  • Custom application development to fill gaps in off-the-shelf software functionality
  • System and application performance measurement, troubleshooting and tuning

Marketing & Customer Database Design And Implementation

Clean, Normalized Data Is Achievable

Marketers are plagued by messy data, but we have a solution.

  • Data modeling
  • Physical database design
  • Source to target data mapping and transformation specification
  • Data movement and transformation software development
  • Data hygiene & customer matching software implementation
  • Database migration from legacy data stores
  • Database performance measurement, troubleshooting, and tuning
  • Database reorganization & tuning in support of application performance optimization
  • Meta-data repository implementation
  • Customized training for business users on data organization and access

Let’s talk about how your martech can do more for you.

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