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6 Best Data Orchestration Tools to Transform Your Business

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6 Best Data Orchestration Tools to Transform Your Business


Data exists everywhere!

We use data every day — in different forms — to make informed decisions. It could be through counting your steps on a fitness app or tracking the estimated delivery date of your package. In fact, the data volume from internet activity alone is expected to reach an estimated 180 zettabytes by 2025.

Companies use data the same way but on a larger scale. They collect information about their targeted audiences through different sources, such as websites, CRM, and social media. This data is then analyzed and shared across various teams, systems, external partners, and vendors.

With the large volumes of data they handle, organizations need a reliable automation tool to process and analyze the data before use. Data orchestration tools are one of the most important in this process of software procurement.

What is Data Orchestration and Data Pipelines

Data orchestration is an automated process of data pipeline workflow. To break it down, let’s understand what goes on in a data pipeline.

Data moves from its raw state to a final form within the pipeline through a series of ETL workflows. ETL stands for Extract-Transform-Load. The ETL process collects data from multiple sources (extracts), cleans and packages the data (transforms), and saves the data to a database or warehouse (loads) where it is ready to be analyzed. Before this, data engineers had to create, schedule, and manually monitor the progress of data pipelines. But with data orchestration, each step in the workflow is automated.

Data orchestration is collecting and organizing siloed data from multiple data storage points and making it accessible and prepared for data analysis tools. With this automation act, businesses can streamline data from numerous sources to make calculated decisions.

The data orchestration pipeline is a game-changer in the data technology environment. The increase in cloud adoption from today’s data-driven company culturehas pushed the need for companies to embrace data orchestration globally.

Why is Data Orchestration Important

Data orchestration is the solution to the time-consuming management of data, giving organizations a way to keep their stacks connected while data flows smoothly.

“Data orchestration provides the answer to making your data more useful and available. But ultimately, it goes beyond simple data management. In the end, orchestration is about using data to drive actions, to create real business value.”

— Steven Hillion, Head of Data at Astronomer

As activities in an organization increase with the expansion of the customer base, it becomes challenging to cope with the high volume of data coming in. One example can be found in marketing. With the increased reliance on customer segmentation for successful campaigns, multiple sources of data can make it difficult to separate your prospects with speed and finesse.

Here’s how data orchestration can help:

  • Disparate data sources. Data orchestration automates the process of gathering and preparing data coming from multiple sources without introducing human error.
  • Breaks down silos. Many businesses have their data siloed, which can be a location, region, an organization, or a cloud application. Data orchestration breaks down these silos and makes the data accessible to the organization.
  • Removes data bottlenecks. Data orchestration eliminates the bottlenecks arising from the downtime of analyzing and preparing data due to the automation of this process.
  • Enforces data governance. The data orchestration tool connects all your data systems across geographical regions with different rules and regulations regarding data privacy. It ensures that the data collected complies with GDPR, CCPA, etc., laws on ethical data gathering.
  • Gives faster insights. Automating each workflow stage in the data pipeline using data orchestration gives data engineers and analysts more time to draw and perform actionable insights, to enable data-based decision-making.
  • Provides real-time information. Data can be extracted and processed the moment it is created, giving room for real-time data analysis or data storage.
  • Scalability. Automation of the workflow helps organizations scale data use through synchronization across data silos.
  • Monitoring the workflow progress. With data orchestration, the data pipeline is equipped with alerts to identify and amend issues as quickly as they occur.

Best Tools Data Orchestration Tools

Data orchestration tools clean, sort, arrange and publish your data into a data store. When choosing marketing automation tools for your business, two main things come to mind: what they can do and how much they cost.

Let’s look at some of the best ETL tools for your business.

1. Shipyard

Shipyard is a modern data orchestration platform that helps data engineers connect and automate tools and build reliable data operations. It creates powerful data workflows that extract, transform, and load data from a data warehouse to other tools to automate business processes.

The tool connects data stacks with up to 50+ low-code integrations. It orchestrates work between multiple external systems like Lambda, Cloud Functions, DBT Cloud, and Zapier. With a few simple inputs from these integrations, you can build data pipelines that connect to your data stack in minutes.

Some of Shipyard’s key features are:

  • Built-in notifications and error-handling
  • Automatic scheduling and on-demand triggers
  • Share-able, reusable blueprints
  • Isolated, scaling resources for each solution
  • Detailed historical logging
  • Streamlined UI for management
  • In-depth admin controls and permissions

Pricing:

Shipyard currently offers two plans:

  • Developer — Free
  • Team — Starting from $50 per month

2. Luigi

Developed by Spotify, Luigi builds data pipelines in Python and handles dependency resolution, visualization, workflow management, failures, and command line integration. If you need an all-python tool that takes care of workflow management in batch processing, then Luigi is perfect for you.

It’s open source and used by famous companies like Stripe, Giphy, and Foursquare. Giphy says they love Luigi for “being a powerful, simple-to-use Python-based task orchestration framework”.

Some of its key features are:

  • Python-based
  • Task-and-target semantics to define dependencies
  • Uses a single node for a directed graph and data-structure standard
  • Light-weight, therefore, requires less time for management
  • Allows users to define tasks, commands, and conditional paths
  • Data pipeline visualization

Pricing:

Luigi is an open-source tool, so it’s free.

3. Apache Airflow

If you’re looking to schedule automated workflows through the command line, look no further than Apache Airflow. It’s a free and open-source software tool that facilitates workflow development, scheduling, and monitoring.

Most users prefer Apache Airflow because of its open-source community and a large library of pre-built integrations to third-party data processing tools (Example: Apache Spark, Hadoop). The greater flexibility when building workflows is another reason why this is a customer favorite.

Some of its key features are:

  • Easy to use
  • Robust integrations with data cloud stacks like AWS, Microsoft Azure
  • Streamlines UI that monitors, schedules, and manages your workflows
  • Standard python features allow you to maintain total flexibility when building your workflows
  • Its latest version, Apache Airflow 2.0, has unique features like smart sensors, Full Rest API, Task Flow API, and some UI/UX improvements.

Pricing:

Free

4. Keboola

Keboola is a data orchestration tool built for enterprises and managed by a team of highly specialized engineers. It enables teams to focus on collaboration and get insights through automated workflows, collaborative workspaces, and secure experimentation.

The platform is user-friendly, so non-technical people can also easily build their data orchestration pipelines without the need for cloud engineering skills. It has a pay-as-you-go plan that scales with your needs and is integrated with the most commonly used tools.

Some of its key features are:

  • Runs transformations in Python, SQL, and R
  • No-code data pipeline automation
  • Offers various pre-built integrations
  • Data lineage and version control, so you don’t need to switch platforms as your data grows

Pricing:

Keboola currently has two plans:

5. Fivetran

Fivetran has an in-house orchestration system that powers the workflows required to extract and load data safely and efficiently. It enables data orchestration from a single platform with minimal configuration and code. Their easy-to-use platform keeps up with API changes and pulls fresh, rich data in minutes.

The tool is integrated with some of the best data source connectors, which analyze data immediately. Their pipelines automatically and continuously update, freeing you to focus on business insights instead of ETL.

Some of its key features are:

  • Integrated with DBT scheduling
  • Includes data lineage graphs to track how data moves and changes from connector to warehouse to BI tool
  • Supports event data flow data
  • Alerts and notifications for simplified troubleshooting

Pricing:

Fivetran has flexible price plans where you only pay for what you use:

  • Starter — $120 per month
  • Standard Select — $60 per month
  • Standard — $180 per month
  • Enterprise — $240 per month
  • Business Critical — Request a demo

6. Dagster

A second-generation data orchestration tool, Dagster can detect and improve data awareness by anticipating the actions triggered by each data type. It aims to enhance data engineers’ and analysts’ development, testing, and overall collaboration experience. It can also accelerate development, scale your workload with flexible infrastructure, and understand the state of jobs and data with integrated observability.

Despite being a new addition to the market, many companies like VMware, Mapbox, and Doordash trust Dagster for their business’s productivity. Mapbox’s data software engineer, Ben Pleasonton says, “With Dagster, we’ve brought a core process that used to take days or weeks of developer time down to 1-2 hours.”

Some of its key features are:

  • Greater fluidity and easy to integrate
  • Run monitoring
  • Easy-to-use APIs
  • DAG-based workflow
  • Various integration options with popular tools like DBT, Spark, Airflow, and Panda

Pricing:

Dagster is an open-source platform, so it’s free.

In conclusion…

Companies are increasingly relying on the best AI marketing tools for a sustainable, forward-thinking business. Leveraging automation has helped them accelerate their business operations, and data orchestration tools specifically have provided them with greater insights to run their business better.

Choosing the right ETL tools for your business largely depends on your existing data infrastructure. While our top picks are some of the best in the world, ensure you research well and select the best one to help your business get the most out of its data.



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How to turn the great buyer resignation into B2B career opportunities

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Create a B2B GTM strategy that buyers, execs and revenue teams love


Marketers play a large, proactive role in the buying-selling process to generate revenue across the entire buyer lifecycle – from generating a new customer, to contract renewal, to solution expansion and cross-sell/upsell.

This is no small task, especially when B2B buyers, barraged by untimely automated messages, random cold calls and lackluster outreach from both sales and marketing, are opting out of vendor conversations. B2B marketing expert Tony Zambito calls this the “Great Buyer Resignation.” This phenomenon has progressively intensified over the last five years and is both a challenge and an opportunity for B2B marketers.

A reality check

Let’s tackle the B2B challenge first by capturing today’s reality. The B2B buying process has gone primarily digital; most B2B sellers and teams have not. Sales has limited access to prospects and customers. We know the facts. According to Gartner, more than two-thirds of the buying process is complete before buyers engage directly with a brand rep. Only 17% of the B2B buying process time is spent with a salesperson across all suppliers. And this scenario is only accelerating as digital native professionals become influencers and decision-makers.


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To contribute to revenue and customer generation, B2B marketers are cranking out “leads” to help sales generate revenue. Marketers are often using legacy marketing automation-centric practices developed during the first wave of marketing technology and lead generation. The teams are pushing out random campaigns in a world where prospects and buyers already know what’s coming when they download a white paper or attend a webinar. Cringe — here come the automated nurture and cadenced phone calls.

Compounding the challenge, prospect and customer outreach happens in silos via one-off campaigns, isolated channels and focused functional teams. And data is being used to justify spending rather than apply buyer and account intelligence to deliver more timely information, better buyer engagement experiences, and more creative outreach.

The change and challenge revenue teams face are real.

Marketing’s impact opportunity in the buyer and customer generation lifecycle

With change comes opportunities for B2B marketers who understand, embrace and develop a smarter approach to identify, engage and delight buyers. And it should be emphasized that B2B teams and marketers have begun their transformation as marketing works across their entire company to play a more proactive role in all revenue and customer generation aspects.

From talking with progressive B2B go-to-market (GTM) leaders, here are strategies to stop mass buyer resignation, advance your career and have a much more significant impact on revenue growth.

1. Drive the shift from push to pull marketing

We often focus our effort on pushing email, cranking out business development representative calls, blasting ads and putting up forms to engage B2B pros. The breakthrough strategies are built around moving from pushing stuff at prospects and customers to pulling buyers through their process. Give them control. Provide options and let them guide their own journey, based on their needs, with value-added assistance. This is an art and science to master. This playbook and skill-set is, and will continue to be, highly coveted.

2. Focus on moments we create, not just those touchpoints we capture

Capture” is primarily what we do today in the form of paid media engagement to generate leads, drive web traffic and white paper downloads, and sponsor events to scan and swipe badges. The best marketers are flipping this model and asking, “How can we create moments for the buyer?”

Moment creation requires a proactive, experiential mindset putting ourselves in the shoes of our most coveted buyers and accounts. Breakthrough moments and experiences can be done through:

  • Product-led growth (PLG).
  • Interactive and self-guided applications and videos.
  • Personalized workshops for prospective buying teams at your target accounts.
  • Curated web pages that feature topical and popular content aligning with themes your buyer has been researching or engaging with over the last quarter.

It doesn’t have to be over complicated.

3. Master the full customer lifecycle

Today’s market realities and company growth mandates underline the need to build GTM models, strategies and resources around the entire customer lifecycle. With today’s prevailing Annual Recurring Revenue (ARR), Software-as-a-Service (SaaS) and cloud subscription customer financial models, 50 to 70% of the profit comes from existing customers.

For a deeper perspective, a five percent increase in retention results in an estimated 25 to 95% increase in revenue.

4. Embrace data intelligence and science

We will not be effective marketing leaders or pros without the ability to access, use and interpret data. At a minimum, we must be proactive in using data to understand markets, customers, accounts and market trends. The ideal case is to be confident in turning data into insights and actions and applying data science to help guide investments, programs and experiences. Data cannot be used simply to justify or defend marketing spend.

The most in-demand marketing skills in a B2B buyer-driven world

Let’s look at a few past examples of marketing career breakthroughs to plot the future. Ironically, the emergence and mastery of marketing automation tools, data and campaigns created a generation of what turned out to be the marketing operations (MOps) profession. It’s become a well-compensated, highly respected and in-demand role. In another example, the rise of account-based marketing (ABM) created a shift of sales support-focused field marketers to revenue generation-focused members of the GTM team.

Based on the Great Buyer Resignation reality and market shifts, here are a few high-impact career opportunities for talented pros who want to up-level their professional world while positively impacting their company’s growth. It is important to point out these re-imagined roles all focus across the customer lifecycle and obliterate internal silos whenever and wherever possible.

  • Growth marketing: This high-impact role is the next level of demand marketing, which today has largely been focused on digital and paid media spend to generate qualified leads or pipelines. Growth encompasses the full customer/buyer lifecycle of revenue generation in today’s Annual Recurring Revenue (ARR) and Software-as-a-Service (SaaS) subscription world. It also focuses on identifying and activating the markets, drivers and industries to grow revenue and expand the company’s total available market (TAM).
  • Journey architects: To align with best-fit buyers and accounts, this craft is an ability to use buyer and account intelligence to create experiences to more naturally pull a buyer or buying group through their journey. With a full view across buyer channels and company touchpoints, this role expands beyond marketing to ensure more timely information. For perspective, this is the buyer-driven outgrowth of what was integrated marketing.
  • Revenue ops: It is very difficult to identify and engage buyers and target accounts if your view is only on sales, marketing, customer success or finance. This progressive function demands a full view of buyer and customer lifecycles. It unifies and analyzes data to empower the rest of the front-line, customer-facing players to act on intelligence and insights.

The bottom line on what buyer resignation means for our marketing careers

Now is an opportunistic time to capitalize on market and marketing shifts and commit to buyer-centric GTM strategies and tactics. If you see a new role or transformation opportunity inside your organization or at a new company, raise your hand and dive in. These are the times when careers are made and energized.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Scott Vaughan is a B2B CMO and go-to-market leader. After several CMO and business leadership roles, Scott is now an active advisor and consultant working with CMO, CXOs, Founders, and investors on business, marketing, product, and GTM strategies. He thrives in the B2B SaaS, tech, marketing, and revenue world.

His passion is fueled by working in-market to create new levels of business and customer value for B2B organizations. His approach is influenced and driven by his diverse experience as a marketing leader, revenue driver, executive, market evangelist, speaker, and writer on all things marketing, technology, and business. He is drawn to disruptive solutions and to dynamic companies that need to transform.



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Grow revenue streams through web accessibility and compliance

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Grow revenue streams through web accessibility and compliance


1 out of 4 people in the U.S. lives with some type of disability. Because consumers are online now more than in previous years, your clients’ websites must be accessible to everyone.

It’s not merely a matter of being compliant with the Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG). It’s also good business—because web accessibility can deliver better results and enhance search engine optimization.

Join a panel of agency, compliance and disability leaders to hear more about how web accessibility can work for your agency and your clients.

Register today for “Agencies: Grow Revenue Streams Through Web Accessibility & Compliance,” presented by accessiBe.


About The Author

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries.



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Why Sales Teams Should Care about the Fake Web

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Why Sales Teams Should Care about the Fake Web


The issue of the Fake Web has been all over the news lately. Perhaps most notably, Elon Musk delayed his deal with Twitter until they agreed to further transparency around bots and fake users. Additionally, a viral tweet about the increase of fake internet traffic also attracted the attention of Salesforce CEO Marc Benioff.

All of this is probably not a surprise to anyone on the pulse of technology news. But it is reasonable to wonder: What does this have to do with sales?

For starters, reports show that $115 billion is lost each year in sales labor costs due to bots and fake users.

To help connect the dots here, we’ve outlined a few specific ways these bad actors impact sales teams on every level and ultimately hurt businesses bottom line.

Sales teams end up wasting time on bad leads.

Time is critical in the sales cycle. Leads need to be acted on quickly before they lose interest or forget they requested to be contacted completely. For this reason, sales professionals put a lot of time and effort into crafting the perfect email sequences, following up with leads, and nurturing these leads until they are ready to buy.

But sometimes leads that were once considered “hot” go silent. This can be because they genuinely lost interest, their priorities changed, they realized they didn’t have budget for a specific line item, or they went with a competitor. Other times leads go cold because they were never really leads to begin with – they were bots and fake users.

When this is the case, it is not only frustrating and disappointing, but it also takes time away from real genuine leads who could have used more attention. Since time is money, this is also reducing the potential revenue a business could be bringing in.

Inventory numbers become inaccurate.

For companies that sell items of limited quantities (retail brands, ticketing services, tourism and travel companies, concerts and sporting events, etc.), it is important to keep track of how much inventory is available. They want to ensure that customers are able to purchase available items while not misleading anyone into thinking something is available if it is sold out in actuality.

Obviously, a bot can’t go to a concert or put on a pair of exclusive sneakers, but they skew inventory numbers through a variety of malicious practices.

This can take the form of scraping information and reselling at a lower price on other sites, which causes businesses to overstock and undersell. It can also come in the form of bad actors committing credit card fraud by using fake or expired cards, which causes the business to lose both the product and the revenue. Additionally, bots can be programmed to instantly buy thousands upon thousands of items before real users ever have the chance to purchase.

All of this throws off the sales cycle by making it impossible to determine how much genuine interest for certain goods and services there is in the market.

Trust is lost between sales and marketing.

Many sales cycles start with marketing. A future customer might first hear about a brand through social media. Or maybe they discovered a company in a search query. Perhaps they saw a few paid advertisements and decided to dive deeper. Marketing is a critical component of driving pipeline and ultimately revenue.

Sales teams know that when leads show up in their database, it didn’t come out of thin air – it was likely a result of marketing. But when there is a pattern of marketing leads having fake names or emails, or appearing promising but randomly going silent – sales teams start to question the legitimacy of all marketing leads.

If there are bots and fake users entering the funnel and being passed off to sales, it decreases the overall quality of marketing leads, and consequently decreases trust.

For all of these reasons and more, many teams are adopting Go-to-Market Security to ensure all the hard work sales and marketing teams put in each day isn’t hindered by the Fake Web.





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