In today's digital landscape, brands and agencies juggle an ever-growing array of tools to get their jobs done. This proliferation of applications has led to a pressing need for consolidation, and the common solution? Integrations. But when a vendor cheerfully proclaims, "We've got an integration for that," it's crucial to look beyond the surface. Let's explore why all integrations are not created equal and how to ensure you're getting the value your business needs.
The Integration Landscape
Typically, we encounter two types of integration options:
1. Pre-built integrations: Ready-to-use connections between specific platforms
2. Open APIs: Flexible interfaces allowing for custom integrations
At Placements, we believe integrations are core to the value we deliver. They're not just add-ons; they're a fundamental part of our product offering. Why? Because consolidating information, processes, and data is essential for modern advertising operations.
A Case Study: Placements' Facebook Integration
Let's take our Facebook integration as an example of what a comprehensive, high-quality integration looks like:
• Comprehensive Coverage: Everything needed to plan and activate an ad within Facebook is included - from targeting (audience, interest, geography, device) to flight dates, pricing, and budgeting.
• Bi-Directional Sync: Information flows both ways, ensuring updates are reflected across systems and performance data is pulled back for analysis.
• Single Platform Efficiency: The integration's granularity allows for streamlined planning, activation, and optimization of media from one central location.
• Outcome: More productive teams and simplified workflows.
This level of detail and functionality is the standard we set for all our pre-built integrations.
The Power of Open APIs
On the open API front, our goal is maximum accessibility. Our RESTful services follow JSON API specifications and offer a broad set of resources. This approach differentiates us and enables customers to achieve better business outcomes. Common use cases include:
• Exporting data to business intelligence tools
• Transferring billing-ready data to corporate ERP systems for invoicing
The Moral of the Story
When evaluating integrations, it's crucial to look beyond the simple existence of a connection. Here are five key questions to ask:
1. Do the integrations streamline your job by consolidating systems, processes, and data?
2. Is the breadth of available integrations sufficient for your needs?
3. Are the integrations well-maintained and reliable?
4. Do they offer bi-directional data flow for comprehensive performance insights?
5. Is there flexibility for easy customization?
Remember, the right integrations can transform your workflow, boost productivity, and drive better business outcomes. Don't settle for surface-level connections – dig deeper and ensure you're getting integrations that truly add value to your marketing technology stack.
In a world where "We've got an integration for that" is a common refrain, be the savvy professional who knows how to evaluate and leverage these connections for maximum impact. Your streamlined workflow and improved results will thank you.
