What to look for when choosing an Enterprise Data Hub

 

by Thekla Bartels

 

Many marketers today can’t imagine how they could work without an Enterprise Data Hub. It gives them direct access to their own first-party data with the option to enrich it with data from other different sources. Choosing the right platform is crucial for successful and sustainable implementation. Here are some things you should look out for when choosing an Enterprise Data Hub.

See the whole picture

Your Data Hub needs to track all of the interactions that your visitors make with your product and should be able to identify them correctly when they return. This means it needs to track mobile, app, web and maybe TV. Prebuilt segments should be readily available for implementation through IT and your platform team. Your new Data Hub should also have the option to import data from other sources, such as your CRM or offline data.

Raw Data and Long Storage

A full-fledged Data Hub of your choice must be able to
- Collect all raw and unfiltered data, not just a certain percentage of your total data. Limited data availability quickly leads to wrong conclusions. With access to the raw data, it’s possible to aggregate it with raw data from other sources.
- Store your data indefinitely and not purge it after a certain amount of time. Only historically available data can show development over several years. However, all data should be encrypted when stored: the platform is dealing with highly confidential data, therefore certification like ISO is an important requirement.

Customizable and Flexible

Customer journeys are becoming more and more complex. Marketers need to understand cross-channel journeys so they can continually observe and optimize. Your Data Hub should provide an easy way to implement non-predefined user segmentation in order to group, identify and retarget visitors. It needs to be able to identify and track even the most granular customer journey and place it into dedicated segments.

If there are restrictions on how the platform can be operated, you’ll see limitations in your data collection quite quickly. Some free website tracking tools are based on predefined user groups which results in filtered datasets. Make sure the platform you choose is flexible enough to handle all sorts of data integration (APIs, streams, offline file imports). Integration needs to be easy.

AI and machine learning techniques should be already built-in or, if this is not the case, ideally it should be easy to connect such features to your Data Hub. Automating marketing measures after data collection set-up is complete is the pinnacle of using an Enterprise Data Hub.

Once all of these requirements are met, you’ve found the perfect Enterprise Data Hub. It will serve as your data warehouse for any data-driven solution you can dream of.

Do you have questions and would like to know more?