Buzzwords and acronyms are a ubiquitous aspect of modern-day marketing. One of the latest entries to throw its hat into the ring is iPaaS - otherwise known as 'Integration Platform as a Service'. 

As a term still in its infancy, marketers can expect to hear more from iPaaS in the not too distant future, given that iPaaS platforms are expected to have a telling impact in shaping many of the data integration and analytical processes of modern marketers and advertisers.

What is an iPaaS?

iPaaS is commonly referred to as a series of cloud-based applications and data integration tools, which are managed by the vendor and delivered as a service.

The fundamental principle behind iPaaS platforms is that they have been developed to facilitate agile integration with other software and online tools. This is done primarily through robust API integration for easy interaction between platforms and to provide real-time access to data and application functionality.

Moreover, by supporting the seamless integration of multiple platforms across various clouds and legacy platforms, iPaaS platforms allow advertising agencies and businesses to meet their growing need for increasingly sophisticated data integration solutions - without placing any additional strains on existing IT infrastructure.

With iPaaS, integration flows can be deployed in the absence of any additional hardware or middleware. What's more, iPaaS represents a cost-effective alternative to hiring developers to build custom integrations. The agile creation of data integrations also ensures they can be easily edited and disposed of when required - a far more nimble and less cumbersome alternative to traditional hard-coded approaches to data integration.

Typically provided as multi-tenant service, iPaaS platforms are renowned for their scalability. Their functionality can be easily adjusted according to the needs of your business, particularly when experiencing a growth in its data-volume.

Despite its 'as a service' label, iPaaS platforms do not run exclusively in the cloud. They can also be used as a means of integrating cloud/SaaS applications to on-premise systems.

What does the future hold for iPaaS in marketing analytics?

It's become increasingly apparent that the growing need for advanced marketing analytics software - capable of integrating and harmonising large amounts of data from multiple data streams - is a primary engine for the growth in the iPaaS market. Businesses are increasingly adopting a data-driven approach to sanction new marketing activities and company initiatives.

In spite of this, data integration has rarely been a strength of cloud-based marketing services. Though, this emerging trend has initiated efforts to address what has since become a glaring deficiency in these platforms. Only now do marketing cloud services appear to acknowledge that higher order data operations typically yield far more valuable findings than low order ones.

Yet cloud-based marketing services appear to be failing to counter the rise of iPaaS. Their advanced data integration and harmonisation capabilities have facilitated the use of iPaaS platforms as central marketing hubs, where all data streams are integrated and readily available for users to dissect multiple sources alongside each other and generate powerful insights.

This has ultimately circumvented much of the tedious manual work previously required from marketers looking to generate a deeper understanding of their marketing performance.

Incidentally, by leveraging an iPaaS platform as a central data hub this has mitigated the need to continuously switch between platforms and login into different accounts in order to gain access to marketing data. This has allowed for a more streamlined and efficient workflow that permits increased focus on generating actionable insights to optimise campaigns and improve their ROI.

A move towards iPaaS has subsequently demoted cloud-based marketing services towards the edge of the data stack. Cloud-based marketing services are increasingly being viewed as just another piece of the iPaaS puzzle, irrespective of their weight to the overall marketing picture.

Another area in which iPaaS excels is its ability to automate business processes, particularly in task management and project delivery.

By harnessing the enormous potential of automation, businesses stand to benefit from huge upsurges in productivity. More still, automation can serve as a catalyst to bridging the information gap that blights the internal processes of so many companies. The likely result from this is improved collaboration across teams and departments in pursuit of a more dynamic working environment.

Should iPaaS platforms continue their seemingly irrepressible rise towards data-driven supremacy, it may yet spell the end for more antiquated data integration approaches. It's quite feasible that iPaaS's unbounded potential could ultimately see it establish itself as the primary data integration method for brands and agencies.

Here at Adverity, we’re proud to say that we’re at the forefront of the iPaaS progression. If you’re interested in learning more about iPaaS, reach out to us today!


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Written by Neil Claydon

Neil is the Marketing Assistant here at Adverity. It’s his job to produce and share lots of stimulating content to whet your appetite for all things big data marketing. He’s also an avid musician, traveller, runner and sports fan.



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