Part of maintaining that control is ensuring organizations have sufficient support on the tech side. Davies inquired about MarTech.
It takes a dedicated organization to build out a cloud strategy, said Dittman. “Setting up scalability, that ability to query to transform models…that takes a lot of effort.”
Automation is key, he said. Though the technology is expensive, he said that’s where much of the ROI is coming from.
But that can be a roadblock for many brands. Samaha said that whether it’s AI or one-to-one…in an ideal world, he’d like to blow out everything a little more but that’s just not the reality when it comes to budget, time, and resources.
“We just did a lot of MarTech work over the last six months,” said Hannah who said that although it’s pretty straightforward — if you’re setting up a loyalty program, you’re going to need software to manage it — it is probably the trickiest piece.
“Legacy POS, e-commerce activation…If you're going to spend time, money, and effort that's where you're going to do that.”
Stay tuned to CGT and RIS for more coverage from Analytics Unite.