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This session will explore the significance of creating an interconnected infrastructure within marketing organizations that integrates planning, development, publishing, and optimization roles. We will examine how such integration positively affects performance and cost savings, thanks to enhanced insights, data democratization, and quicker decision-making. Additionally, we will discuss the implications to governance for companies, enabling them to minimize risks throughout the marketing process. 

  • Current marketing process is fragmented – Planning, Development, Operations, Analytics and Governance 
  • Fragmented state doesn’t allow for teams to get insights to create best practices  
  • Taxonomy that is critical for a feedback loop gets lost  
  • It is next to impossible to measure true marketing ROI, marrying the outcomes with the effort  
  • Centralization is the first step to automation including use of AI for Marketing 
 

Kirill Gil
Master Solutions Specialist
Sprinklr, Inc.