A piece of marketing technology can offer many benefits, but the real value is uncovered when it’s integrated with the other tools and processes you use to run your business. For the untrained, this can be a daunting task. Combining data, building pipelines and ensuring everything remains in sync requires a deep understanding of the workings and capabilities of many tools.

We will shed light on this process and help you untangle the wires of your marketing technology stack. When you know the shortcuts, longcuts and professional secrets, you’ll be able to experience dramatic increases in productivity and insight. You will also learn how to create a stack taxonomy – ensuring that the knowledge acquisition scales alongside your business growth.

In this webinar, Dan McGaw will walk you through the steps you need to take in order to perfectly integrate and document your marketing stack.

You’ll learn:

1. What the integration process for different tools looks like — And how you should set up integrations for faster data transfer and less redundancy
2. Why tag managers are a godsend for marketers — Your Google Analytics team will be jumping for joy at this one
3. Whether or not you should be using a customer data platform for integration — Not all businesses need this type of tool. But if you do, it can be a game-changer
4. How to build a taxonomy and schema sheet — Standardize your stack structure and names in an easily scalable, referenceable document
5. The proper way to name the actions your users take — So that things like “sales-qualified lead” mean the same to everyone in your company
6. How to store important demographic, technographic, and firmographic data — The right classifications make it much easier to search, sort, and segment
7. How to maintain data governance in your marketing stack — Make sure your tools generate untainted, reliable data at every step of the process

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