The future of AI in marketing
May 23rd, 2019
Even as data budgets appear to be trending upward, many companies are still operating under limited resources and financial constraints – and thus new software expenditure is not something to be taken lightly. New purchases must be chosen wisely to realise maximum return on investment and deliver real results. With that in mind, we asked what those in the data management industry were looking for when choosing new information software in our recent State of Data survey:
Far and away the most important consideration for users was that new software must integrate easily into existing infrastructure and systems. What’s more, users also want that same flexibility to extend to customisation options and reporting functionalities. These three most popular responses accounted for a full 79% of answers, far outpacing other answers such as cost, brand or speed of integration. The desire for ease of use, agility and compatibility overwhelmingly indicate to us the dawn of a new era in software, one in which convenience and seamlessness are key.
Traditional standards such as pricing, the reputation of the vendor, or the availability of additional consulting services are deemed far less important in this new climate. This could be the result of a plethora of available products on the market, or a trend toward increasing budgets for data spend. But it may be just as likely that, thinking of the data function as a well-oiled machine, each new part must both work in harmony with the existing structure whilst to enhancing performance. So while the good news for vendors is that price isn’t a significant factor for 92% of respondents, the take-away point is that off-the-shelf solutions are not a viable option for many buyers.
Within the self-service data integration market, established players such as IBM with their PureData offering, Informatica’s Rev product or Microsoft’s Powerquery for Excel have the marketing clout to give the specialists such as Trifacta, Paxata and Matillion a run for their money. Whatever the technology choice though, without establishing and working within an IT led governance framework, you risk ending up with silos of data in a similar way that multiple versions of conflicting data are often found within most businesses’ Excel estate.
What do you look for in choosing new data software? How important is ease of integration to you, relative to other factors such as cost or speed? Leave us your feedback below.
To learn more about the state of data in 2015, download our whitepaper here.