From Fragmented to Connected: Why Modernization Matters
This is the first in a five-part blog post series that delves into modernizing marketing strategies through the integration of advanced marketing platforms. I had the pleasure of interviewing Shaun Memon of Munvo for this series, where we discuss a wide range of topics, from fragmented MarTech stacks, first-party data use and cross-channel marketing to modern marketing journeys and complex decisioning.
Why are so many marketing teams struggling with fragmented MarTech stacks today?
Shaun Memon: At the core, marketers want control over the full customer experience and every touch point. Too often, marketing is forced to depend on IT, for example, for data access and integration work to deploy complex strategies. Many teams are stuck managing fragmented systems and juggling tools that weren’t built to work together, which means they need to bridge technical gaps themselves or rely on specialized experts just to get campaigns out the door.
This fragmentation adds both cost and complexity. Marketers are forced to learn multiple platforms, each with its own logic and limitations. This leads to siloed data, inconsistent customer views and disconnected execution across channels. It creates unnecessary complexity and additional overhead (e.g., teams often must duplicate segmentation logic or create offers in multiple systems). The end result is slower campaign execution, limited agility and inconsistent customer experiences.
Marketing teams greatly benefit from a fully integrated, omnichannel experience hub that is point-and-click, connects to online and offline channels, and also manages both batch and real-time communications, offer delivery and personalization.
What are the hidden costs of maintaining legacy or stitched-together marketing platforms?
Memon: Beyond licensing and infrastructure, the real costs come from the time and effort needed to manage complexity: custom integrations, manual data pipelines, duplicated workflows and delays caused by cross-team coordination. These platforms tend to reinforce silos, introduce technical debt, and ultimately limit marketers’ ability to act on data quickly.
Marketers then lose control over the custom experience. New initiatives require multiple handoffs across IT and analytics teams, delaying time to market and inflating costs. Marketing loses flexibility and control, and teams find themselves stuck in reactive, slow-moving cycles that impact business outcomes. This leads to more overhead, slower time to market and reduced confidence in attribution.
What capabilities should marketers look for in a truly unified customer engagement platform?
Memon: The value of a unified platform, one that supports real-time and batch campaigns, connects to both digital and physical channels, and enables end-to-end journey management, is clear. It puts marketing back in control.
Marketers should expect a truly unified platform to handle everything from data access to journey orchestration – without relying on IT or jumping between disconnected systems. That means being able to work with data where it already lives, not duplicating it or creating new silos that add overhead and complexity. You should be able to define audiences, deliver personalized experiences across online and offline channels, and determine the next-best actions or offers in real time – all from a single, marketer-friendly interface.
The platform should also support campaign planning, creative asset management and approval workflows to enable true, end-to-end execution within marketing. It’s equally important for the platform to operate on real-time data instead of delayed snapshots so that you’re responding to a customer’s current context, not their digital shadow. If the data is days or weeks old, the opportunity to connect meaningfully may already be gone.
How does SAS® Customer Intelligence 360 offer a better alternative for modern marketers?
Memon: SAS Customer Intelligence 360 gives marketers direct access to what they need – data, audiences, offers, journey orchestration and channel delivery – all in one place. It removes the need for custom stitching between systems and empowers marketing teams to build and launch omnichannel campaigns with fewer external dependencies. Marketers can define and activate segments in real time, personalize experiences across inbound and outbound channels, and track performance consistently from a single UI.
With SAS Customer Intelligence 360, marketers can deliver emails, personalize web sessions, push offers to point-of-sale and coordinate real-time next-best-action journeys. This is all accomplished within a single point-and-click interface backed by SAS’ proven data and analytics foundation.
How does a unified platform like SAS Customer Intelligence 360 impact personalization, measurement and customer experience?
Memon: Working from a single platform and data model makes personalization more consistent, scalable and responsive. Segments built for outbound campaigns can be immediately applied to inbound interactions – no additional integration or duplication required.
SAS Customer Intelligence 360 brings together execution and measurement in one place. With a centralized view of contact and response history across channels, marketers can easily manage contact rules, attribute conversions and evaluate the performance of each touch point. You can also track campaign lift, monitor control groups and compare results by segment, channel or tactic with full visibility from first interaction through conversion.
The platform also supports true test-and-learn strategies. With access to timely and granular data, marketers can see what’s working, where drop-offs occur and adjust in real time. This closed-loop feedback model helps teams continuously improve experiences and drive measurable impact.
Experience for yourself how SAS Customer Intelligence 360 can support your marketing goals and scale with your organization. Join us for a hands-on workshop where we’ll walk through the platform’s core capabilities – from segmentation and personalization to journey orchestration.
Learn more and reserve your spot.
Looking for more information about the challenges and opportunities marketers face on their modernization journey? Download our e-book, A Modern Approach to MarTech
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