Episode 4: The Role of Marketing Data Hubs in the Omnichannel Transformation

Learn from Axtria’s Philip Daniels as he explains marketing data hubs (MDHs) – the central hub around which marketing and omnichannel execution revolves. First, Phillip explains why MDHs are so critical to supporting coordinated marketing operations and analytics. Then, he delves deep into how MDHs differ from traditional data warehouses and customer data platforms. Later, Phillip reveals the first steps a leader should take when building a marketing data hub and explains Axtria’s unique metadata and consulting approaches in the omnichannel transformation space. In This Episode, We Cover:

• [02:00] An explanation of marketing data hubs and their significance.
• [06:20] Why we hear so much about marketing data hubs now despite them being around for years.
• [07:05] How marketing data hubs differ from traditional data warehouses and customer data platforms.
• [10:50] The first steps leaders must take to build a marketing data hub.
• [14:45] How Axtria approaches marketing data hubs.

Key Takeaways:

• Data is foundational to growing omnichannel and customer experience (CX) capabilities. Any company working on its omnichannel capabilities must consider and assess the need for an MDH.
• There is a clear distinction between traditional data warehouses, customer data platforms, and an MDH. Pharma executives need to have clarity on the role each of them plays.
• Building MDHs can seem daunting, but the fundamentals are the same whether your marketing ecosystem contains ten or 100+ vendors.