As an interactive designer/ux specialist at a full-service advertising agency, the idea of overcoming the obstacles of working with siloed teams is not foreign to me. After all, that’s why many companies hire agencies like SBC Advertising to help them. We have the advantage of being separated from their business, often avoiding the internal and political bureaucracies, while at the same time having direct access to the decision makers that have the ability to make decisions and get the job done.
In the past, working in silos has allowed us to react quickly and create standalone efforts that were supported by isolated databases and provided separate analytics (i.e. microsites). However, these standalone workarounds no longer serve as viable options.
Today, it is imperative that all channels work together, and in return they provide valuable insight into the numbers, showing what’s working and what’s not. With that being said, data is, and will continue to be, at the very base of creating a successful omni-channel experience, making the relationship between Marketing and IT more important than ever.