What Does Pimcore's Data Hub Mean for Marketing Efficiency?
By Erika Jones
June 12, 2019
CMS, customer experience, CX, data, data management, Digital Experience, multichannel marketing, open source, PIM, Pimcore
Everyone is talking about customer experience (CX) these days and for a good reason. The goal of any successful business should be to satisfy customers—which ultimately results in repeat customers. In fact, 60% of organizations say that improving the customer experience is a key business priority for the coming year. For digital businesses, data management plays an integral role in CX and having current, engaging, and organized data is essential for increased customer satisfaction.
Pimcore, the open-source digital experience platform for enterprises, recently announced the new Pimcore Data Hub, which aims to enable organizations to create scalable apps faster and more efficiently. Data Hub will allow for simplified data transformation to prepare for various output channels such as apps or personal devices. It makes Pimcore compatible with the API Query language, GraphQL, and provides greater connectivity with various CaaS front-end applications. Data Hub creates an effective way for product information management (PIM) to be utilized for multichannel publishing for the ease of marketers.
I connected with Pimcore CEO, Shashin Shah, for an interview about this exciting new product in the Pimcore line. Read Shashin’s insights below.
How does Pimcore Data Hub empower marketers to leverage content data more effectively?
“Pimcore Data Hub enables marketers to fully leverage product content data across channels, as the tool aggregates this information in a single back-end system that can be plugged into any front-end content management solution. The product makes it easier for marketers to ensure that the customer experience is aligned across platforms, whether that be on desktop, mobile devices, or tablets, with an organized pool of content on the back end that can be seamlessly integrated into multiple channels and translated across different coding languages.
Product data tends to be siloed when it comes to developing customer experiences, but Data Hub provides marketers with a solution that puts all of this information in one place, in an easy-to-understand interface, so marketers can ensure they’re putting the right content on the appropriate channels. Having properly organized data on hand makes content more digestible for the end user, ensuring a positive digital experience that ultimately builds customer loyalty.”
How will the introduction of this new product improve customer experience for your clients?
“With more customer touchpoints available than ever before, organizations need to ensure the entire user experience is consistent across each one of these channels to eliminate confusion and establish trust with customers. Pimcore Data Hub’s headless content solution helps organizations ensure the back-end systems of each platform contain updated, relevant and accurate product content data so it can be seamlessly distributed across front-end platforms (think mobile, desktop, etc.).
By providing a consistent experience across each channel, customers have greater confidence in their purchases and the information they’re using to make informed decisions. This keeps customers coming back again and again, which is difficult to achieve in the competitive B2B and B2C landscapes.”
In the press release, Dietmar Rietsch, CEO, states, “With our centrally stored content data and advanced APIs, we’re able to disrupt the content management experience for our clients. What once would be an arduous and time-consuming process of deriving insights from disparate data sets to inform a unique, front-end customer experience, is now simplified and streamlined. That helps organizations drive revenue faster.” Can you elaborate on how Data Hub streamlines interactions across channels?
“Organizations need to properly collect and derive insight from the data they collect across the channels their customers shop on. This ensures they deliver an experience [that] customers will respond positively to, and that [their] digital investments aren’t a complete waste. However, with tons of data coming in from all touchpoints, this data often becomes siloed and disjointed, making it very difficult to develop a consistent experience across every platform.
Pimcore Data Hub enables organizations to centrally manage product and web content data, which can then be easily translated to a variety of formats that meet each unique platform’s needs. With a central content repository that allows for seamless back-end data management, marketers can now plug the information into front-end solutions to enable the consistent experiences customers demand. This saves time on the back-end having to derive insights from each unique set of data from separate platforms, reduces the potential for error and makes it easier than ever to streamline user interactions across channels.”
Ensuring that customer experience is aligned across channels is increasingly important. According to Stone Temple, in 2018, 58% of all website visits in the US were made from mobile devices, and mobile bounce rate was a staggering 50%. These stats clearly show that content data must be utilized correctly across all output channels to create a consistent brand story across all browsers and devices. If data isn’t optimized across all outputs, ineffective channels will prove to be unsuccessful. Ensuring that data is properly leveraged will aid in the achievement of any organization.
Pimcore Data Hub creates an environment where data delivery and consumption are more simplified tasks, meaning marketers can leverage their data in the most effective way possible. It seems that Data Hub will be a helpful tool to assist marketers and developers in streamlining data across all channels, resulting in a more unified customer journey.
Erika Jones is a Tech Reporter and Content Marketer with CMSC Media. Erika enjoys combining her creativity with her technical skills through graphic design. She has a background in communications and marketing and has a flair for social media and content creation. Erika is an avid traveller and enjoys seeing firsthand how technology connects us all in business and pleasure.