Businesses are looking at implementing SMAC solutions in order to transform their digital business. If the objective was to get more insights into the business so that you can optimize customer centric processes and spends, then SMAC solves only a part of it. The Unified stack is much more agile and solves most customer centric problems, as the fundamentals of the unified architecture is to align and store data by individual customers
Unified Stack Architecture will help marketers align with 1:1 communication with every customer, which are the most targeted steps in conversion marketing. The stack also helps marketers understand and measure their marketing spends accurately and enables real-time tracking of revenue and spends
But in the case of SMAC Stack, it picks data from different silos, and attempts to tag it based on available identifiers, and makes room for insight leaks and data redundancy, also due to its unstructured nature. But in the Unified Stack, data is tagged at the touch-points (client application) with necessary parameters.
The most important aspect of Unified Stack is that data tagging starts at the customer touch-point and extends across all other touch-points by maintaining a unified document for every customer, irrespective of the touch-point.