Middleware & data synchronization: How modern software optimizes your data flows

A promising lead downloads a white paper - marketing automation starts. But while the first email goes out, the sales department contacts the customer without a clue. Contradictory messages confuse them and the campaign fizzles out.

The problem? Data silos and a lack of data synchronization.

This is where middleware comes into play - the invisible bridge between different applications that ensures that data remains reliable, up-to-date and consistent. But what exactly is behind it? What are the challenges and why is sophisticated data synchronization so crucial for modern companies? We explain and offer solutions.

Why data synchronization is important at all

The challenges of data synchronization

The different types of data synchronization

Software and tools for data synchronization

Data synchronization using middleware

API integration as a prerequisite for smooth data synchronization

Our tip

Glossary

Why data synchronization is important at all

Data synchronization of various applications and systems in the company is the basis for efficient and scalable business processes. As the initial example makes clear, a lack of data synchronization can weaken the customer relationship and prevent sales potential.

The advantages of data synchronization are therefore obvious:

• Consistent data: all systems contain identical, up-to-date information
• Increased efficiency: no more manual data maintenance in multiple applications
• Better decision-making: well-founded decisions based on reliable data
• Error minimization: duplicate or contradictory entries and associated problems are prevented
• Better collaboration: marketing, sales, support and other departments work with the same data
• Optimized customer experience: coordinated interactions between different departments
• Increased security & compliance: simplified data protection and regulatory compliance

Data synchronization therefore ensures that all systems always contain consistent, up-to-date and identical information. This enables smooth processes and well-founded decisions.

The challenges of data synchronization

However, the desire for synchronized data in all systems brings with it some challenges in addition to the benefits.

For example, implementing a data synchronization solution requires a certain amount of time. System compatibility and scalability must be ensured and fundamental decisions must be made: Should real-time or batch synchronization take place? What happens to duplicate entries and inconsistent data? And much more.

However, the whole thing is not only a technical challenge, but the legal requirements of the GDPR must also be complied with, especially when it comes to sensitive customer data, such as financial data.

The different types of data synchronization

Not all data synchronization is the same. Different systems require different approaches and pose different challenges.

A distinction can be made, among other things, in who triggers the synchronization (the system or the user) and on which devices the data is stored (cloud or locally on different end devices).

1. Automatic and manual data synchronization

• Automatic data synchronization:
  Systems or applications communicate with each other and update themselves independently, without manual intervention, as soon as changes occur. This usually happens in real time or at fixed intervals (batch synchronization). This ensures efficiency and minimizes errors caused by human intervention.
  
  Example: Marketing automation synchronizes customer data in real time between the CRM and email marketing system.

• Manual data synchronization:
  Users must actively trigger the synchronization process. This may be necessary if specific data needs to be checked manually before it is synchronized.
  
  Example: An employee manually uploads an Excel file to a server in order to synchronize it with another system.

2. Data synchronization between different devices: on-premise and cloud

• Device synchronization means that on-premise data is synchronized between multiple end devices, such as smartphones, laptops or tablets. This type of synchronization is often used for personal devices or in companies to ensure that all devices use the same data set.

  Example: A team works on one and the same document on several tablets and changes are displayed to everyone in real time - without a cloud server, but through direct communication between the devices.

• Cloud synchronization: Data is stored centrally in a cloud, enabling real-time access from different devices.

  Example: A company's documents can be stored in a cloud and viewed and edited by several team members at the same time.

Software and tools for data synchronization

There are both freeware and paid solutions for data synchronization, each offering advantages and disadvantages. Data synchronization freewares are a cost-effective option that offer basic synchronization functions, but sometimes have limitations in terms of functionality, support or security.

Paid solutions usually offer advanced features, better support and more customization options. They also offer advanced security features and integration options, making them particularly recommended for larger organizations and more complex systems that require a more reliable and scalable solution.

Use cases for data synchronization software range from synchronizing calendars and contacts to complex integration of CRM systems, ERP software or databases in large companies.

Your choice for a data synchronization freeware or paid solution should therefore be based on your use case, the associated complexity and your budget.

Data synchronization using middleware

Middleware is an invisible connection between different applications in your company. The technical relevance of middleware software is to ensure the smooth exchange and synchronization of data without the integrated systems having to communicate directly with each other.

A middleware example: How companies can automatically synchronize lead data

A company wants to synchronize customer data between its SAP ERP system and an external CRM system (e.g. Salesforce or HubSpot). Middleware software such as snapADDY DataQuality Automation is used for this purpose. When a new customer is created in the CRM system, the middleware ensures that the corresponding data is also updated in the SAP system so that all customer data is consistent and synchronized between the two systems.

Our DataQuality Automation solution can help you as middleware, even with a complex system landscape. Even if your marketing automation, ERP or CRM systems change: snapADDY DataQuality Automation remains as an invisible bridge and helps you to synchronize and introduce a wide variety of systems.

The main advantage of middleware software is that it enables automated and therefore efficient data synchronization. In addition, middleware solutions can be flexibly adapted to new applications and increasing data volumes, allowing companies to grow with their requirements.

In concrete terms, this means that companies have access to up-to-date and consistent data at all times, while saving on the costs of manual data maintenance and complex interface developments.  

API integration as a prerequisite for smooth data synchronization

All middleware uses APIs (Application Programming Interfaces) to perform the function of a central bridge between different systems. APIs are intermediaries or interfaces that enable applications to communicate directly with each other. They define how data is requested, sent and processed so that systems can exchange information smoothly.

Middleware can therefore manage numerous APIs and thus integrate several systems simultaneously. It also ensures that the data supplied by the APIs is transferred to the various systems in a standardized format.

In short: APIs are the building blocks for the connection, while middleware manages, optimizes and orchestrates these connections.

Our tip

Middleware is particularly useful when manual data entry is inefficient, silos arise between departments and systems or existing integrations become too complex and error-prone. It helps to optimize processes, reduce costs and create a consistent database within the company.

Typical use cases for which a middleware solution is worthwhile:

• Multiple systems need to be integrated
• Data needs to be synchronized in real time
• Heterogeneous IT landscapes
• Complex workflows and automation
• Scaling and growth of the company and IT infrastructure
• Security and compliance requirements

To improve the efficiency and consistency of your company data, you should therefore consider middleware software that connects your various systems - such as CRM, ERP and e-commerce platforms - with each other. Not only can you increase your data quality in CRM, but you can also automate business processes and optimize collaboration between departments.

Are you interested in a middleware solution?

If so, you can make an appointment here to find out more about our DataQuality Automation solution.

Glossary