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14


Spring 2017


MARTECH


THE RISE OF DATA INTEGRATION CAPABILITIES Data management systems are maturing to the point at which integration is a much simpler task. With state-of-the-art, cloud-based event technology systems and advanced APIs, it is now possible to collect and analyze on-site data and connect it with CRM tools such as Salesforce—closing the loop from a marketing standpoint. Interoperability is at the center of much of


this change. For example, Eventbrite is a basic, consumer-oriented event invitation, registration, and ticketing system. This San Francisco- based company was built from the start to be interoperable with others, and it lists hundreds of software products with which it integrates.


Swoogo (event registration), Hubb (abstract collection/exhibitor management/scheduling/task management), InGo (social marketing), DoubleDutch (mobile event app), and InsightXM (data analytics and marketing) work together to integrate data as if they were a single platform, providing rich data and marketing capabilities. Other options for planners include integration


platform-as-a-service products, such as Built.io, that provide solutions to more easily integrate a wide range of software systems into CRM and marketing automation tools.


What does this mean to marketers? Customer


behavior and interests expressed at meetings can be tied to customer profiles, allowing for much better marketing intelligence and more customized sales and marketing communication.


Customer behavior and interests expressed at


meetings can be tied to customer profiles, allowing for much better marketing intelligence and more customized sales and marketing communication.


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