| Online: | |
| Visits: | |
| Stories: |
| Story Views | |
| Now: | |
| Last Hour: | |
| Last 24 Hours: | |
| Total: | |
Linking data is the biggest challenge for global marketers
Annual global research from Experian Marketing Services identifies linkage, technology and organizational structure as the three key challenges in digital marketing
London, England, and New York, N.Y., United States, June 2, 2015 — Digital marketers are facing an on-going battle getting to grips with the huge amounts of data they have to work with.
The biggest hurdles and key priorities for marketers this year are dependent on having accurate, enriched data, linked together in a central location for a complete customer view, according to new findings published in Experian Marketing Services’ 2015 Digital Marketer Report.
Linkage topped the list of barriers to cross-channel marketing success, moving from fourth place in 2014 to first place in 2015.
Eighty-nine percent of marketers say that they have trouble achieving a single customer view, and a third of those questioned see effective linkage as the main barrier (32 percent) to creating a truly cross-channel marketing strategy.
The biggest challenge identified by marketers for achieving a single customer view is poor data quality (cited by 43 percent of marketers), followed by siloed departments (39 percent) and the inability to link different technologies (37 percent).
Experian Marketing Services surveyed more than 1,000 marketers worldwide to identify the biggest opportunities and challenges for marketers from around the world. The annual report benchmarks some of the key issues that brands face trying to engage audiences with relevant messages, in an often complex digital environment.
Separate research conducted by Experian Data Quality earlier this year found that 91 percent of companies are leveraging data and data quality in an attempt to optimize their customer experience. However, only 28 percent of companies are creating real-time triggered messaging across multiple channels with their data.
To deal with this issue, Experian Marketing Services helps organizations link data sets together to find unique consumer insights, significantly improving the way organizations meaningfully connect with their audiences.
“Consumers demand exceptional brand experiences, but without the right strategy and technology for collecting, authenticating, linking and managing all the data coming into an organization today, brands are unable to meet that demand,” said Ashley Johnston, senior vice president, Global Marketing, Experian Marketing Services. “Accurate, enriched data allows brands to stand out from competitors, create relevant interactions based on the deepest understanding of their customers and build successful customer-acquisition strategies as their priorities suggest.”
The full 2015 Digital Marketer Report can be downloaded from the Experian Marketing Services’ Website here:http://bit.ly/1FEXRS5 along with an infographic highlighting key findings.
Source: http://mobilemarketingandtechnology.com/2015/06/05/linking-data-is-the-biggest-challenge-for-global-marketers/
