Nearly 50% of marketers say a unified customer view is key

Furthermore, organisations that embrace unified marketing are experiencing stronger results than their peers, who are doing nothing to tie their technologies and data together. 

This includes a 42 per cent higher score in turning data into action, a 38 per cent improvement in maximising their existing marketing tools, and a 69 per cent increase in quantifying marketing results.

These are among the key highlights of a new survey released by Econsultancy and Tealium. Other findings include:

  • Data fragmentation, caused in part by the massive growth in siloed marketing applications, is the top data concern among organisations;
  • Some 47 per cent of respondents say that gaining a unified view of the customer is crucial to their long-term success, but only 14 per cent of respondents claim a strong capability in that area;
  • The perceived top three benefits of unified marketing, are 1) better personalisation, 2) improved customer service, and 3) enhanced ability to segment customers; and
  • Many businesses are using marketing clouds for unification.
“The whole industry is grappling with having disparate marketing applications and data sources. This study looks at the issues and how some organisations are overcoming them,” said Stefan Tornquist, vice president at Econsultancy, an independent research and media company. “We’ve been talking about the potential for unified data and applications for some time, and it’s exciting to see companies finally benefiting from it.”

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