Marketing and logistics data in eCommerce – why is it so hard to combine?
eCommerce tends to be more data-savvy than other industries – it is, after all, a digital-native discipline by its very nature – and operators are always on the search for opportunities to optimise their business. However, while access to data is a key tool to do this, too often data ends up siloed within different teams greatly reducing the ultimate value that companies can leverage from it. Nonetheless, the benefits of breaking these siloes, particularly when it comes to bridging the gap between marketing and logistics, are enormous.
Adverity’s Craig Bryant speaks with William Harvey, Founder of Bertle Fisher Consulting, on how crucial it is for eCommerce businesses to combine their marketing and logistics data, what challenges companies face in trying to do so, and how they can potentially overcome them.
Key topics: What value is there in linking marketing and logistics data? What sort of use cases can companies benefit from?
What are the biggest barriers to doing this and how can companies best overcome them?
How can technology help bring Operations and Marketing teams closer together and what role does company culture play?
Speakers
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