Boundaries disappear: Synergy between Hexagon Data and Grupo Vass
No marketer is oblivious to the many challenges faced by those who want to make the most of their data. The process of acquiring, analyzing and strategically using data makes the difference between success and failure in the modern world of marketing. Moreover, in an environment that is trending toward digital transformation, data-driven decision making has taken on a preponderant importance that transcends marketing and advertising disciplines. Increasingly, marketing and IT teams are finding it necessary to work together to achieve the objectives of their projects. Projects are increasingly moving away from a stand-alone approach and becoming end-to-end initiatives.
Considering the above, Hexagon Data has taken a very important step in its history, it has joined Grupo Vass, a digital solutions company expert in integration of cutting-edge technologies. Hexagon Data will be integrated within Nateevo, a Grupo Vass company specialized in End to End digital marketing solutions. This strategic alliance will allow those involved to strengthen not only their expansion into the North American market but also their current presence in the Latin American market.
The lines are blurring
With digitization, the role of marketing within companies has changed radically. In the past, marketing teams were dedicated solely to cultivating personal connections between the companies they represented and their users, in addition to maintaining the reputation and relevance of the brands. But, with the advent of "Data Driven Marketing", marketers now have a much more prominent role and are closer to other areas of the business.
New industry practices have resulted in a huge amount of data falling into the hands of marketing teams, data that is crucial to the business. This has led to the collision of two worlds: Marketing and IT. In a traditional scheme of things, IT departments own and are responsible for a company's information and technology infrastructure. In addition, they manage software, data collection tools and warehouses.
However, the need to manage customer data and the growing importance of digital channels have led to an unprecedented investment in technology by marketing departments. Thus, specialists from both worlds are increasingly finding themselves crossing the boundaries between marketing and technology to carry out projects with a multidisciplinary approach.
At this point in history, Hexagon Data was born, with the goal of harnessing the explosion of marketing data. The desire to understand the interests, trends and behavioral patterns of Internet users has led the company to form a close relationship with both internal and client IT teams.
This relationship is at its closest with the emergence of the CDP, a crucial tool for the modern marketer, which stands for "Customer Data Platform". The use and technical relevance of these platforms has been discussed in depth in the Hexagon Data Blog, however, on this occasion it will be convenient to look at the concept from a philosophical and business perspective. In analyzing the construction of the term, one can see the need for synergy between marketing and technology. "Customer" is clearly a marketing word, while "platform" is an IT word, but what about "data"? It is not easy to attribute the term to either area but perhaps it is not necessary to do so. Rather, data is the bridge between marketing and IT efforts; it is presented as the common language on which to base collaboration. The use of data represents a huge opportunity in a context where the lines between disciplines are blurring.
This phenomenon, however, is not exclusive to marketers and IT professionals. Even more boundaries are disappearing: the boundary between marketing and customer service, between marketing and sales, between marketing and business intelligence. Marketing projects that start with the objective of measuring the effectiveness of creative, campaigns and efforts in digital channels become transformational projects.
You may also be interested in: The Power of Knowing the User: Customer Data Platforms at a Glance
Synergy
Hexagon Data and Vass Group share a vision that makes their union possible. This vision is based on the idea that the stable and secure world of digital infrastructure scaling and the creative, dynamic and reactive environment of marketing can not only coexist, but can be combined into a whole that is greater than the sum of its parts.
The complementarity between the two companies occurs mainly in two dimensions: strategic and geographic. In terms of strategic complementarity, the particular capabilities of each company will be channeled to offer complete digital transformation projects covering several business areas, working on a large scale but with a focus on customer experience. And geographically, the merger will enable the group to have a physical presence in the south of the American continent and in Europe, in addition to strengthening and increasing its presence in Mexico and the USA.
Bottom Line
As has been said, the marketing industry is changing and it is time for companies to change with it. Digital transformation is emerging as the new standard for marketing and technology projects and, therefore, the need arises for companies capable of handling End to End projects with a holistic and interdisciplinary approach.
Transformation efforts permeate all areas of the business and, in this context, the merger of Hexagon Data with Grupo Vass and Nateevo acquires its importance. Hexagon Data's expertise in handling data and deriving value from it and its position as an expert in digital marketing combine not only with the technological and technical robustness of Grupo Vass, but also with Nateevo's philosophy of sustainable impact on digital transformation. This synergy results in a unique value offer: a comprehensive service covering the entire customer lifecycle.
By Lukas Canal and Emiliano Pérez