{"id":87823,"date":"2023-07-20T11:14:46","date_gmt":"2023-07-20T18:14:46","guid":{"rendered":"https:\/\/zetaglobal.com\/?post_type=insight&#038;p=87823"},"modified":"2025-03-12T14:50:23","modified_gmt":"2025-03-12T21:50:23","slug":"the-power-of-integration-why-point-solutions-and-legacy-systems-are-holding-you-back","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/articles\/the-power-of-integration-why-point-solutions-and-legacy-systems-are-holding-you-back\/","title":{"rendered":"The Power of Integration: Why Point Solutions and Legacy Systems are Holding You Back\u200b"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"87823\" class=\"elementor elementor-87823\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-198fc6c elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"198fc6c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cd97599\" data-id=\"cd97599\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-868db8a elementor-widget elementor-widget-blog-detail-hero-article-hero\" data-id=\"868db8a\" data-element_type=\"widget\" data-widget_type=\"blog-detail-hero-article-hero.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t<div class=\"article-hero article-hero__variant-1  article-hero--has-image\">\n\t\t<div class=\"article-hero__wrapper\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"article-hero__image\" src=\"https:\/\/zetaglobal.com\/wp-content\/plugins\/elementor\/assets\/images\/placeholder.png\" alt=\"\">\n\t\t\t\t\n\t\t\t<div class=\"content-eyebrow\">\n\t\t\t\t<div class=\"content-eyebrow__metadata\">September 27, 2023&nbsp;|&nbsp;<span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> &lt; 1<\/span> <span class=\"rt-label rt-postfix\">min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t<h1 >\n\t\t\t\tSeth Rogen\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f77894b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f77894b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4480e35\" data-id=\"4480e35\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d13243 zeta-content elementor-widget elementor-widget-text-editor\" data-id=\"1d13243\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It\u2019s no secret that marketers today are facing immense pressure to build meaningful relationships with their customers. Interest rates are rising, the economy is slowing, venture capital is drying up, and consumers are pinching pennies. It\u2019s a perfect storm that\u2019s forcing companies to get creative.<\/p><p><span style=\"font-size: 1rem; letter-spacing: 0.02em;\">The problem is, according to a <\/span>recent study by Forrester Consulting, commissioned by Zeta<span style=\"font-size: 1rem; letter-spacing: 0.02em;\">, almost half of marketers don\u2019t trust their tech stacks. Many organizations find themselves grappling with legacy systems and myriad point solutions that aren\u2019t properly integrated, resulting in incomplete insights, identity and privacy missteps, and broken customer experiences.<\/span><\/p><p>In this post we\u2019ll dive into the findings from the research to explain why true tech stack integration needs to be a priority in 2023 and beyond, and how to achieve it.<\/p><h3>Too Many Tools and Unleveraged Data Have Marketing and Business Consequences<\/h3><p>The recent trend of adopting multiple best-of-breed tools has inadvertently created an overly complex technological environment for marketers. According to the study, it\u2019s not uncommon for companies to now rely on eleven or more solutions that directly impact the customer experience. Furthermore, a significant portion of these organizations store and process at least nine diverse types of customer data within their various tools.<\/p><p>Unfortunately, this fragmented approach poses significant marketing challenges, including the manual effort required to analyze data for actionable insights (57%), challenges testing and optimizing campaigns (52%), difficulty tracking and observing customer preferences (52%), and difficulty building holistic customer profiles (49%). Moreover, this reliance on multiple systems increases operating expenses and introduces security vulnerabilities, creating potential risks for data breaches and privacy concerns. Inefficient data practices also impact business KPIs such as lost revenue due to extended campaign time to market, impact to brand value due to poor customer experience, and missed opportunities.<\/p><h3>To Provide the Best CX, Marketers Need to Reduce Martech Complexity<\/h3><p>When evaluating solutions, marketers should balance strong existing out-of-the-box integrations with the flexibility to create new integrations at scale. By streamlining their marketing stack and creating a centralized and integrated environment, marketers can minimize wasted resources on manual data analysis and irrelevant campaigns and focus their energy on high-impact activities such as campaign optimization and strategy development. According to the research, a well-integrated data and technology environment yields immediate, far-reaching benefits including:<\/p><ul><li>Improved brand reputation (68%)<\/li><li>A revenue advantage through increased speed to market (68%)<\/li><li>Improved internal collaboration, allowing teams to access and share information seamlessly (61%)<\/li><li>Ability to analyze data in the application enabling real-time insights and empowering data-driven decision-making (59%).<\/li><\/ul><p>These findings underscore the importance of reducing environmental complexity to enhance customer experiences and drive overall marketing success.<\/p><h3>Elevate Your Integration Standards with the Zeta Marketing Platform<\/h3><p>As we\u2019ve uncovered, investing in seamless integration is no longer just a box to tick; it&#8217;s a strategic imperative. If you\u2019re ready to unleash your data to create truly individualized experiences, the Zeta Marketing Platform (ZMP) is your answer.<\/p><p>The ZMP has been designed for marketers\u2019 needs with the unique flexibility to wrap around and augment the brand\u2019s tech stack, providing speed to intelligence, deeper analytics, and activation to deliver greater return on investment. With Zeta\u2019s modern, schemaless architecture, you can seamlessly ingest and reconcile data from anywhere in your technology stack, enabling you to build a unified view of customer behavior that can be enriched with Zeta\u2019s proprietary Data Cloud. But it doesn&#8217;t stop there. Zeta offers flexible data connectors that put you in the driver&#8217;s seat, allowing you to take advantage of our pre-built connectors or create custom integrations that align with your unique needs. This level of control ensures that your integration efforts are truly elevating your marketing ecosystem.<\/p><p>Whether the ZMP is the single platform environment removing the need for multiple point solutions, or it\u2019s connecting the dots to extract more value from current tech investments, this study underscores that the AI-powered ZMP is at the forefront of the next generation of marketing technology.<\/p><p>If you would like to learn more about the value of data integration, <a href=\"https:\/\/marketing.zetaglobal.com\/forrester-opportunity-snapshot-2023?utm_campaign=Forrester%20OS%20Q3%202023&amp;utm_source=business%20wire&amp;utm_medium=press%20release\" target=\"_blank\" rel=\"noopener\">download the Forrester Opportunity Snapshot<\/a> to learn how prioritizing integration can reshape your marketing strategies and drive meaningful ROI. `<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Half of all marketers say their tech stacks are unreliable. Are you one of them? See what may be causing strain and how tech stack integration can help.<\/p>\n","protected":false},"author":16,"featured_media":87824,"menu_order":0,"template":"","tags":[45,147,1057],"insight-category":[26],"class_list":["post-87823","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-travel","tag-retail","tag-fin-serv","insight-category-articles","topic-cmo-strategy"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"26","_yoast_wpseo_primary_category":null,"_wpml_media_has_media":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why You Need Enhanced Tech Stack Integration<\/title>\n<meta name=\"description\" content=\"Half of all marketers say their tech stacks are unreliable. Are you one of them? 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