Organisational constraints such as siloed data and technology continue to hinder senior marketers.

This is according to a recent report by Merkle (part of Dentsu’s annual CMO Navigator Report), which found that two-thirds of CMOs admit their companies still struggle with orchestration across marketing, media, and customer experience. This challenge persists despite the vast opportunities presented by new technologies like artificial intelligence.

The report, which surveyed over 1,900 CMOs across 13 countries, highlights a critical issue: while CMOs are eager to leverage new digital capabilities and emerging customer behaviours, they often feel unsteady about their organisation’s digital maturity. Instead of overhauling their tech stacks, many CMOs are focusing on extracting more value from existing capabilities and making highly targeted investments in technology, partners, and growth strategies.

“More than half of the CMOs are looking to new strategies to navigate forward, with a growing trend of prioritising customer experience (CX)”

Only a quarter of CMOs are heavily investing in digital transformation efforts, indicating a significant need for technologies that maximise data utilisation. More than half of the CMOs are looking to new strategies to navigate forward, with a growing trend of prioritising customer experience (CX). As they transform existing processes and data, CMOs remain optimistic about the future, with an overwhelming majority expecting marketing budget increases to support further AI adoption and more impactful customer experiences.

This is where JetStream, a revolutionary solution from The Ark, comes into play. JetStream is a cloud-based data matching platform designed to break down these silos and enhance customer experience by creating a Single Customer View (SCV).

Here’s how JetStream addresses the key challenges faced by CMOs:

JetStream standardises and anonymises different customer data sets within the same organisation’s ecosystem. By consolidating disparate data sources into a unified view, JetStream ensures that all customer interactions and data points are accurately matched and integrated. This comprehensive view allows CMOs to understand their customers better and tailor their marketing strategies accordingly.

JetStream operates within a ‘Data Clean Rooms’ environment, where sensitive data derived from unique identifiers, such as emails and names, can be leveraged while preserving privacy. This allows customer data to be matched without exposing any personally identifiable information (PII), ensuring compliance with GDPR and other data protection regulations. This secure approach builds customer trust and maintains data integrity.

JetStream simplifies the complexities of matching customer names and addresses to third-party data sets. It deals with poorly formatted data and varying levels of data accuracy and completeness, providing a consistent and highly accurate match every time. This ensures that CMOs can trust the data they are working with, leading to more effective marketing strategies and customer interactions.

JetStream provides near real-time alerts as changes occur within your customer data. This proactive approach allows CMOs to act fast and anticipate customer needs, enhancing the overall customer experience and enabling more timely and relevant marketing efforts.

With JetStream, there’s no need for monthly batch processing. The platform offers near real-time processing and matching, eliminating the need to export and transfer customer data every month. This speed and efficiency enable CMOs to stay agile and responsive in a rapidly changing digital landscape.

By leveraging JetStream, organisations can overcome the barriers of siloed data and technology, enabling a more cohesive and effective customer experience strategy. As CMOs continue to navigate the complexities of digital transformation, tools like JetStream provide the necessary insights and capabilities to drive meaningful engagement and growth.

by Steve Clarke – Commercial Director at The Ark