Every marketer in finance
Liked digital a lot
But cracking the code
Was harder than thought
Data was siloed, user journeys fragmented
And back to that data, it was barely segmented
It could be the data wasn’t managed just right
Or perhaps all the systems just weren’t very tight.
But I think that the most likely reason of all
Was integration amongst teams was three sizes too small
But whatever the reason,
The tech or the crew,
Capturing a journey seemed impossible to do.
Staring down at the plan with the intricate tasks,
The goal seemed jarring and too much to ask,
For they know every department was trying to keep
from losing their minds trying to compete
“We’re tracking our cookies” they say to those near
“The 360 degree view is practically here.”
Then they sighed and said with antsy fingers drumming
“We must get user journey maps up and humming.”
Then the team and all groups they sat down to meet
And they’d meet! And they’d meet!
And they’d MEET!
They would meet with product and sales and compliance
Which of course meant that tech must be part of the alliance
They’d do something
They found hardest of all
Every stakeholder at stake, the tall and the small
Would stand close together, with opinions all ringing
They’d stand hand-in-hand, one decision all singing
They’d sing! And they’d sing!
AND they’d SING!
And the more they’d agree on this whole data upswing,
The more the teams thought “We can solve this whole thing!”
“Why, marketing’s return has been tough until now!
“We can capture the journey afterall!
Then they got an idea!
An impossible idea!
GOT A WONDERFUL, CRAZY IDEA!
And the team, with their eyes all aglow,
Stood puzzling and puzzling: “How could it be so?
“It came with great tech! It came with great tags!”
“It came with a unified team and no lag!”
And they puzzled for hours, till their puzzlers were sore
Then marketers thought of something they hadn’t before.
“Maybe journeys,” they thought, “don’t come from just tech.”
“Maybe journeys…perhaps…need a full scoped spec!”
And what happened then…?
Well…the marketers say
The user’s engagement
Grew three times that way!
And the minute they heard this,
They whizzed with the news
And they brought back the data! And stats for the meet!
The marketers solved the great feat!