APIs are vital for connecting systems, harvesting big data and breaking down information silos. Many businesses see APIs as something exclusively for IT services. This isn’t forward thinking enough. Plan for marketing support as you would with other essential products.
Knowing how to measure a program with multiple touch-points and variables requires a system that can collect, store data and apply complex algorithms to determine the outcome.
Identifying the right technology to use
As marketers shift towards omnichannel, a technology solution is required to execute marketing activities at scale. Technology required for marketers should at the very least collect, cleanse, structure, maintain data and then deploy tools for marketing to adopt the relevant activities.
When teams don’t have the capabilities internally
We have a collaborative approach with clients and are often seen as an extension of the team to understand workflows, resolve issues, respond to briefs and present solutions that will reduce risk and add value with no lock in.
Deliver local priorities without sacrificing Global