It shouldn’t surprise anyone that even the world’s top data companies sometimes struggle to make sense of data. The sheer volume and velocity of data today are simply overwhelming. One company that understands this equation is Informatica, the Enterprise Cloud Data Management leader, empowering businesses with cloud data management solutions through a single platform, Informatica's Intelligent Data Management Cloud™ (IDMC). A few years back, Informatica found itself struggling to harness website visitor data to deliver value from its insights across their corporate website.
Informatica, which has been recognised by market researcher Gartner® as a leader in multiple data management categories, offers a suite of solutions that address everything from cloud data integration, application integration, data cataloguing, data governance and privacy to master data management. Not surprisingly, the list of use cases continues to grow. This creates both challenges and opportunities. “We have customer personas who require information for their precise point in the buying cycle. But we have almost 2,000 pages of content on our website,” explains Carolyn Appleby, group vice president for corporate and digital marketing at Informatica.
In the past, delivering the right information at the right moment was very manual and time-consuming. “We lacked the tools to deliver the rich experiences we wanted for our website visitors,” Appleby says. The former technology framework used a blunt force approach that delivered the same pages to everyone, regardless of their industry, interests or needs, “We knew we had to build a technology platform that would support delivery of relevant and in-time orchestrated experiences across every channel, every time someone interacted with Informatica,” Appleby explains.