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Not all integrations are created equal: 4 layers of app integrations with SaaS platforms

chiefmartech

According to a recent study by the market research firm Ascend2, “integrating disparate systems” is the greatest barrier to success with marketing technology for 52% of marketers. So why is integration a barrier at all? Exchanging data is a relatively rote, mechanical process. There’s a wide range of depth and elegance in how different platforms implement these four layers. The governance layer of integration has a wide range of possibilities too.